According to Design Week The range was created by Hamleys’ first in-house toy designer, Stacey Dix, appointed in July 2007.
Since then, Dix has worked on up to 50 products, which will launch in two phases, at the end of August and in October, in time for Christmas.
The new toys are aimed exclusively at the under-ten age range, including pre-school-age children and babies.
"Because Hamleys has not done in-house design before, we have tried to develop our own handwriting - and I hope I have developed a good point of difference compared with other Hamleys lines and other retailers’ offers," said Dix.
Hamleys’ first products from the range include the Sweet Pea dress, the Kitchen, a new soft toy concept for babies, including an elephant and a lion, a soft play book, a doll’s house and a postbox