A themed window display has been unveiled to kick off summer-long activity.
The display marks the beginning of a long-term retail partnership Moshi Monsters and Hamleys. The retailer will stock the full range from master toy partner, Vivid along with trading cards from Topps.
Hamleys will also offer in-store promotions including floor and escalator vinyls. From July 25th there will be a gift-with-purchase promotion in store. Each Moshi Monsters item purchased will come with an exclusive Golden Mini Ben moshling character trading card, featuring an exclusive code that unlocks an item within the game.
Hamleys will also set space aside for a dedicated Moshi Monsters themed retail space in-store, which will launch later this year.
Darran Garnham, head of global licensing for Moshi Monsters, commented: "We are delighted to partner with one of the UK's most prestigious and internationally renowned toy stores. This partnership is a fantastic compliment to the brand and testament to its huge popularity."
Suzie Howes, senior brand manager, Vivid added: "We've been thrilled by the success of the Moshi Monsters toy range since its launch in January this year and securing a permanent retail space at one of the most prestigious toy stores in the world is the icing on the cake."