The Armouron display is located in the main window of the store showcasing the full range of products available and will run until late September.
On Saturday 7th August Hamleys is also giving 65 children the chance to be one of the first to try out the new range of dress-up armour suits.
The first 65 children through the door will have the opportunity to visit the Armouron-themed room on the fifth floor of Hamleys where they will have the chance to be an Armouron Knight, trying on the futuristic lightweight suit and have their picture taken against a specially themed Armouron background – which they can then take away as a souvenir of the day, along with a selection of Armouron goodies.
The launch will be supported by an extensive marketing campaign with TV advertising kicking off this weekend followed by cinema advertising later in August. An extensive online campaign starts on Cartooon Network next week.