The franchise store in Dubai, run by partner Retail Arabia International reported a festive-season like-for-like sales increase of 54 per cent.
Hamleys, through Retail Arabia InternationalRetail Arabia International, plans to expand further in the Middle East, where the toy industry has been growing almost 12 per cent annually and is worth about $1.5 billion per year.
The expansion plan marks the first time Hamleys will have two stores in one city outside of Europe. The new branch will be in Mirdiff City Centre.
The retailer has attributed the sales increase to its exclusive merchandise rights to Ben 10 in the country.
Nabil Daoud, managing director and chief executive of Retail Arabia International commented: “Here in the Middle East, we have a very young population and consumers with high spending power, which makes us a top market for the toy trade.
“The impressive sales at Hamleys Dubai … provide a solid basis for further expansion in the region.”
Hamleys opened a branch in Amman, Jordan in 2008, and is exploring further possibilities in Kuwait, Saudi Arabia and India.