The store has partnered with franchisee Delta Sport to open in central Belgrade in Serbia this October. It is also mulling shops in Romania, Bulgaria, Slovenia, Croatia, Bosnia, Montenegro, Albania and Macedonia.
Hamleys chief executive Gudjon Reynisson said: "The Balkans is an exciting market for Hamleys. The new generation of governments have laid the foundations for robust market economies, growing domestic demand and improved living standards. It is an extremely good prospect but we are taking it one step at a time. We’ve not decided how many stores will be opened."