Hamleys expands Sylvanian Families display

Since the expansion, the brand has jumped to number one on the floor in terms of sales in two subsequent weeks.
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EPOCH making toys has redesigned and expanded the Sylvanian Families floor space in the Hamleys, Regent Street, store by 125 per cent.

Since the expansion, the brand has jumped to number one on the floor in terms of sales in two subsequent weeks. 

Visual character displays now greet customers once they arrive on the second floor of the shop, leading them to the new corner of Sylvania, stocked with the full range.

There is also a photo wall where customers can take pictures with Freya the Chocolate Rabbit, one of Sylvanian Families’ most popular characters.

“Fans flocked to the Sylvanian Families character performances that we held in-store earlier this year,” commented Grant Yuill, marketing manager at Hamleys.

“We expect they will be just as excited about the new space in which they can experience the world of Sylvania. Sylvanian Families has a rich heritage similar to that of Hamleys and we cannot wait to be part of the next 30 years of fun.”

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INDIE PROFILE: Sylvanian Families

On the outskirts of North London stands a shop dedicated to the world of Sylvanian Families. Robert Hutchins talks to store operations manager Ben Miller about success and a love for the miniature animals.

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