Celebrations are under way for the grand opening of Hamelys’ largest European toyshop in Moscow today.
The iconic toy retailer has unveiled its new 7,000 square meter store to toy lovers across Russia, giving kids the chance to experience Go-Karting, a full scale Millenium Falcon and a 13 metre tall LEGO rocket, made from 1.9milion bricks.
Located on the famous Lubyanka Square, the store known locally as Mir Russia, is billed as Europe’s largest toy outlet, and is designed to take shoppers ‘a world of entertainment and discovery’ with nine different interactive ‘worlds’ in-store.
Parents and children will be able to visit Enchanted Forest, Imagination, LEGO world, Magic Kingdom, Metropolis, Motor City, Park, Safari and Space, each providing a mix of retail and interactive attractions.
Kids will be able to explore the Magic Kingdom’s huge castle or fly through Enchanted Forest on broomsticks.
“Hameys is about making toys fun for families all over the world,” said Gudjon Reynisson, CEO of Hamleys.
“At Hamleys World Lubyanka, through our partners, we have developed our retail experience to be even more memorable.”
The new store has been delivered by Hamleys’ Russian partner, Hamleys Lubyanka CJSC and in partnership with global retail consultancy FITCH and attraction specialists Paragon Entertainment.
“We are very proud to be opening the world’s first Hamleys World that children and families of Russia, and beyond will love,” said Evgeny Butman, CEO of Lubyanka CJSC.
“This is officially the largest toy shop in Europe and we are honoured to have developed this exciting new experiential retail concept in such an iconic building.”