Hamleys Profile A snapshot of

Hamleys is the world‟s greatest toy shop and is celebrating its 250th. Birthday 2010.

The first store was opened in ‟s High Holborn in 1760 by Cornishman William Hamley. Today, Hamleys flagship store remains the world‟s most wonderful toy shop, synonymous with theatre, magic and entertainment. It welcomes more than 5 million customers annually.

Hamleys is already a proven international retailer with an established presence in the Middle East, India, Ireland and Denmark and other territories also in the pipeline.

It is now building on this international presence to develop a truly global business, leveraging the quality and range of its toys, combined with the theatre, entertainment and experience.

The original “Joy Emporium” 250 Year History selling Toys The Hamleys brand – heritage, expertise and discovery combine to deliver the „Hamleys magic‟

Established Quality

DISCOVERY NOSTALGIA

Hamleys Magic ENJOYMENT SHARING

Past Expertise ABUNDANCE WONDER Present Future

Functional values Emotional values Brand Essence Hamleys‟ offer and brand positioning in the UK is unique

PREMIUM

INDEPENDENTS

LEWISJOHN PARTNERSHIP LEWIS

HoF /

NICHE MASS MARKET

BUILD-A-BEAR

TOYMASTER / THE ENTERTAINER ARGOS TOYS R US

TESCO

DISCOUNT

Hamleys offers a unique experience

What do our customers want? Environment The Service Product Buzz Expertise Variety Scale Helpful Uniqueness Interaction Friendly Innovation Theatre Traditional Quality/ premium

Overall good value because of the quality and experience ! Own label products are a significant share of the product mix

Hamleys develops and produces a unique range of own brand products. These represent the best of class, both in design and quality whilst being innovative and representative of our brand values.

Regent Street Flagship

St.Enoch St.Enoch Glasgow Let’s step inside… … where you’re welcome to play! A Flagship Hamleys store adds a true point of difference to any Mall

“The addition of Hamleys has been a major strength to St. Enoch Centre in Glasgow. As an anchor store, the force of their brand has delivered fantastic awareness & press coverage, new retailer interest and of course customer footfall. In addition we share the same values in our approach to retail partnerships which has brought a synergy to the relationship, ensuring success for both St. Enoch Centre and Hamleys. “

SUSAN NICOL Regional Director Operations – Europe, Ivanhoe Cambridge & General Manager, St. Enoch Centre , UAE

Hamleys India