The exhibition took advantage of the Easter holidays and the patriotic Royal Wedding period and will continue until May 12th.
The event celebrates Rainbow Designs’ classic British licences. Anthony Temple, managing director, said: “We are delighted to see some of our best-selling British brands together in such a lively, creative and celebratory way."
The event is being promoted with in-store signage, on Hamleys in-store radio and online.
In addition, Peter Rabbit storytelling and character appearances took place over the Easter weekend and Paddington Bear appearances took place over the Royal Wedding weekend.
“To have them in the spotlight at a store as prestigious as Hamleys is a great profile raising activity for both the brands and our products. London was buzzing over Easter and during the Royal Weekend and with Hamleys in the heart of the capital, the timing and location of the promotion is perfect,” added Temple.
Competitions featuring Peter Rabbit and Paddington Bear have been launched and are being promoted on the Hamleys website.