Hamleys has partnered with Bandai Namco Amusement to open stores in Japan by the end of the year.
With over 258 years of experience in bringing fun to children, Hamleys is a unique retail experience that brings toys to life through in store theatre and child engagement.
The Japanese market has been highlighted as key to the retailer’s international growth strategy.
“We are thrilled to be launching the Hamleys brand in Japan this year and delighted to be partnering with Bandai Namco Amusement,” said Ralph Cunningham, Hamleys CEO.
“With its extensive experience in the entertainment sector and its in-depth knowledge of the Japanese market, Bandai Namco Amusement is the perfect strategic partner. Japan represents an exciting and important market and is key to Hamleys’ continued international growth strategy.
“We look forward to bringing smiles to the faces of children and families all over Japan and delivering the unique Hamleys in-store experience to this fantastic market.”
Bandai Namco Amusement was founded in 1955 with an aim to create children playground attractions on rooftops of department stores. Since then, the outfit has created numerous arcades, theme parks and unique retail malls, all of which offer customer a ‘space to indulge in real entertainment.’
Hitoshi Hagiwara, Bandai Namco Amusement president and CEO, said: “We are delighted and honoured to introduce Hamleys, the oldest toy store in the world to our Japanese consumers.
“We believe that our innovative entertainment technology such as AR and VR combined with Hamleys established brand philosophy is sure to offer customers a truly unique experience.”
This is the first time the British retailer has partnered with Bandai Namco Amusement. Hamleys now has 133 stores in 19 countries worldwide.