Hamleys is due to open the doors of its first Middle Eastern-based store in Jordan’s capital, Amman, next week.
The retailer chose Jordan as its first location outside of Europe because of its “strategic location in the region and for the stability and prosperity that distinguish it,” Hamleys UK trading director, Paul Currie, said.
The three-storey destination will offer thousands of different items for all ages, including the Hamleys' branded soft toys.
James Watt, British Ambassador to Jordan and Imad Bukhari, Hamleys Jordan CEO, along with Currie, jointly made the announcement, with Watt highlighting the importance of the growing bilateral relationship between the UK and Jordan.
“As the most recognised toy store in the world, the launch of Hamleys in Jordan will most certainly be considered as a distinguished mark in the history of retail investments in the Kingdom,” he said.
Currie added: “We are delighted to bring the magic of Hamleys to such a great country. Opening Hamleys outside Europe for the first time is a very big step for us, and we chose Jordan for its strategic location in the region and for the stability and prosperity that distinguish it. We are looking forward to receiving positive feedback from the customers. This is a vibrant country and we can’t wait to be part of the action.”
Bukhari also said: “We feel proud and pleased to have been chosen by Hamleys London as their first debut outside Europe. Hamleys will help create an exposure for the Jordanian market internationally and regionally."