Reports suggest Iceland Foods is to be sold off by collapsed bank Landsbanki, and Hamleys could also be part of the sale.
The frozen food supermarket is expected to fetch up to £1.5 billion with founder and shareholder Malcom Walker expected to be among the bidders.
Landsbanki, which collapsed in the Icelandic financial crisis and is now managed by the Landsbanki Resolution Committee, has a 65 per cent stake in Hamleys and about 67 per cent of Iceland.
Retail Week claims advisers are about to appointed for the sale.
"We are at the very beginning of the process," said Landsbanki spokesman Pall Benediktsson, adding it was not certain a sale would go ahead or, if it did, that a deal would be completed this year.