MGA Entertainment unveils its biggest Hamleys window takeover to date

MGA Entertainment is bounding into the new year with a bold new retail programme, having just unveiled its biggest takeover of Hamleys’ London flagship store window.

The takeover will run until February 12 this year and will showcase the latest new licensed brand to launch from Little Tikes – Little Baby Bum – as well a a display of the newest toys to hit shelves this year.

From the new range of licensed toys by Little Tikes and Moonbug comes Little Baby Bum, a digital, animated show that features classic nursery rhyme stories and kids’ songs. To date, the series has amassed a following of more than 20m subscribers.

The new products have enjoyed a successful launch in the US and MGAE is confident the range can emulate its success in the UK’s pre-school market.

The featured toys and products are aimed at babies and toddlers and will bring the characters from the successful series to life. Starring in the window feature are the series’ popular characters, Buster the Bus and Twinkle the Star.

Consumers will also see the latest collectable doll brand, Na! Na! Na! Surprise. Having launched in the US earlier this month, Na! Na! Na! Surprise dolls have already found success.  The new, two-in-one surprise starts with a fun confetti-popping experience that reveals a soft pom purse.

The best-selling collectable brand L.O.L. Surprise! is showcasing its newest series, #Hairvibes, as well as the next round of the L.O.L Surprise! O.M.G. fashion dolls, while the popular range of parody and slime collectables from Poopsie Slime Surprise are also in the Hamleys window.

Samantha Wilson, marketing director for MGA Entertainment in the UK, said: “The Hamleys team has been a great partner to help bring the vision of these windows to life.  We are constantly looking for bold, eye-catching ways to promote our products and launch the new brands, such as Little Baby Bum, and products that are slated for the New Year.

“It’s a start to 2020 and it’s the first of many activations that we’ll be creating this season to bring excitement to our fans.”

About Robert Hutchins

Robert Hutchins is the editor of 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, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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