Hamleys launches new LEGO experience at Regent Street store

Hamleys has launched a new LEGO experience within its famous Regent Street store in London.

Celebrating the 60 anniversary of the LEGO brick, Hamleys and LEGO have built a brand new hangout for families and children on the fifth floor of the flagship London store.

Customers will now be welcomed into the refurbished area by LEGO brick built Royal Guards while children will be encouraged to explore, build, create and get hands on with the products.

Activities within the new LEGO area include a hunt to find the LEGO crown jewels and Sherlock Holmes, upscaled LEGO London themed brick build models, Minifigure Me, a high tech device that will scan users and work out what LEGO Minifigure they are, and a London park themed playground that offers families the chance to build LEGO together.

Ralph Cunningham, Hamleys group CEO, said: “Our customers constantly tell us about the great fun and memorable experiences they have when visiting Hamleys and today, with out partners at LEGO, we are delighted to be adding even more entertainment and reasons to visit our world famous London toy shop.”

Craig Mair, national accounts director, added: “We have been working closely with out partners at Hamleys for many years now and proud to jointly unveil the new interactive LEGO experience, which we know will continue to bring joy and excitement to children of all ages, for years to come.

“Hamleys is truly a magical place for children and adults alike and we at the LEGO Group constantly strive to inspire and develop the builders of tomorrow. We feel that our latest experience will deliver on this mission.”

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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