Warner Bros. has brought the Wizarding World of Harry Potter to London’s iconic Hamleys in a partnership that will “only get bigger and better for the toy shop” as it continues to roll out initiatives throughout the year.
The Regent Street landmark has opened a Harry Potter inspired environment with the aim of bringing the Harry Potter universe to life in an interactive retail space featuring product demonstrations, quidditch trials and LEGO Hagrid.
Throughout the new retail zone’s opening, Hamley’s toy demonstrators will bring to life wands, brooms, sorting hats, costumes, flying golden snitches and more. There will be a daily schedule of demonstrations, competitions, meets and greets with Hamleys Bear, theatre and more.
The launch is the result of a 12 months of behind the scenes work between Hamleys, Warner Bros. Consumer Products and a large number of toy and gift suppliers including Funko and Wow Stuff.
“There is a lot of product out there and have been able to create a range that has something for everybody,” head buyer at Hamleys, Victoria Kay, told ToyNews.
“There is theatre, photo opportunities, a whole retail experience that brings interaction and w are working on some bespoke products that will be exclusive to Hamleys, too.
‘These will be rolling out over the course of the year, so for us this Harry Partner experience is only going to get bigger and better.”
Although the Harry Potter film series concluded in 2011 with the release of Harry Potter and the Deathly Hallows Part 2, Warner Bros’ Harry Potter universe has continued to gain momentum, fuelled by the release of JK Rowling’s spin-off movies, Fantastic Beasts and Where to Find Them and the upcoming release of Fantastic Beasts: The Crimes of Grindlewald this November.
“Now is absolutely the right time to be bringing Harry Potter’s universe to Hamleys as we have the new film coming out soon and the phenomenon that is Harry Potter is only growing and only getting bigger,” continued Kay.
“It appeals to such a broad range of customers, old, young, adults, children and brings something new to families because it applies to all age groups, genders and nationalities. The phenomenon is only gaining momentum.”
The Harry Potter retail area will also host in-store demonstrations from the toy inventor group Wow Stuff. The team has been working closely with Warner Bros. the past year to round out it’s the Wizarding World of Harry Potter toy and gift collection, including the Mystery Flying Golden Snitch.
“It’s fantastic to see our products come to life in this environment,” Richard North, CEO of Wow Stuff, told ToyNews. “We have been working very closely with Warner to bring the harry Potter magic to life in our products so seeing it in action in an environment like this is fantastic.”
Rachel Wakley, general manager, Warner Bros Consumer Products, added: “We couldn’t be happier to be partnering with Hamleys. Their experience of bringing toys to life for customers is second to none and being able to offer our fans a great range of products, within such an engaging shopping environment is really exciting.”