Hamleys Brand Presentation
“Creating the World’s Leading Children’s Lifestyle Brand” Hamleys rich and magical history dates back to 1760 when William Hamley dreamed of the finest toy shop in the world, a place filled every toy he could find – toys that would make a child smile from ear to ear and define generations.
Opened as ‘Noahs Ark’ in Holborn in 1881 his Grandsons opened a new branch on Regent Street, where Hamleys still has a presence today
At the turn off the century Hamley Bros. reputation was so great that when it launched the new ‘Gossima’ Game the public immediately took to it - ‘Ping Pong’ as it was nick named officially became Table Tennis in 1921.
In 1938 Hamleys was rewarded with the Royal Warrant from Queen Mary. Her granddaughters, the young Princesses Elizabeth and Margaret Rose, both had Hamleys toys in their nursery and in 1955 Queen Elizabeth honoured Hamleys with a second Royal Warrant.
In 2016 Hamleys operates worldwide and continues to be a world of joy and wonder. The toys may have changed, but we are sure William Hamley would recognise the same delighted faces he dreamt of as a boy.
Opened Largest Toy Opened 100th Toy Hamleys Opens Largest Toy Received Opened First Shop in the World on Launches Received First Shop in World, Founded Second Royal Franchise store Shop in South “Table Tennis” Royal Warrant Lubyanka Moscow Regent St. London Warrant in Jordan Africa
1760 1981 c.1900 1938 1955 2008 2015 2016
2 2 Hamleys Essence
“I remember going to Hamleys as a child” Hamleys Experience
Dem Table Engaging Staff Bath in engaging Toys for children to uniforms play with everyday! delivering fun Colourful store design with features that facilitate selling.
Toys selected by Fun in-store events Toy Demonstration Atmosphere and NOISE! Experts Hamleys Brand Positioning and Messaging
MARKETING MESSAGE Quality Fun, Experience, Magical, Interaction, The Finest Toy Shop in the World, Memories, Offers, Party
Independent s Specialist Mass
Supermarkets Hypermarkets
MARKETING MESSAGE Single Brand Message
Value MARKETING MESSAGE Discount, Save, Lowest price. 23 Countries, 125 Stores & still growing…
6 HamleysClick to editOwn Master Operated title & styleFranchise 2017 Year End
2 3 6 2 5 2 8 1 5 1 5 3 1 1
5 2 1 2 4 3 40
8 1 1 5 1 1
1
6 Hamleys World 15 Travel 8 Outlets 140
96 Mall/Street Stores 15 Department Stores TOTAL 7 Hamleys Global Presence - 2021
2017 2018 2019 Germany USA Canada Poland Japan Iran Kazakhstan S. Korea Australia Nigeria Ukraine France Sri Lanka Spain
8 Hamleys UK & International Growth 2012-2021
Hamleys Stores 2012 7 15 Total 22
2013 10 25 Total 35
2014 10 37 Total 47 Owned Operated
2015 12 57 Total 69 Wholesale
2016 30 76 Total 106 International Franchise
2017 38 102 Total 140
2021 50 150 300 Total 500
9 Hamleys Global Visitors 2015-2020
2015 37,050,000
2016 47,740,000
Total Visitors 2017 60,000,000
2018 82,500,000
2019 100,000,000
2020 125,000,000 Format History Highlights
ST 1ST 1ST UK 2ND UK 1ST NEW STYLE 1 NEW STYLE 1ST LIFESTYLE FLAGSHIP TRAVEL REGIONAL REGIONAL TRAVEL STORE DEPARTMENT STORE STORE Regent Street STORES Dundrum Glasgow Heathrow T5 Stockmann Xuzhou UK Airports
1990s 1881 2008 2009 2010 2012 2013 2014 2015 2016 2017 2000s
1ST 3RD 4TH 2ND WORLD WORLD FRANCHISE FRANCHISE FRANCHISE FRANCHISE Lubianka Prague STORES MARKET MARKET TRAVEL STORE Amman Phoenix Europesky Kuala Lumpur - Mills Mecca Avenue (Outside Mall) (Street) - Dubai Mall (Mall)
11 The Format Scale
CONVENIENCE EXPERIENCE Things to Buy Things to Do
TRAVEL DEPARTMENT MALL MALL HAMLEYS WORLD LIFESTYLE STORES OUTLETS STORES OR OR Retail with Attractions PLAY ROOM WEB STREET STREET Attractions with Retail Small Large
12 Drilldown: TRAVEL – London Heathrow, Terminal 5
Hamleys Travel Stores
• High sales productivity • Customer types high in locations • Business trip ‘guilt’ purchases • Tourists • Families travelling • Tailored range (WIP) • Airports and Stations • High Footfall But: • Tourist/Business Travellers • Unit availability • 75 – 150 sq. m. • Airport operational set up • Potential rent cost
13 Drilldown: DEPARTMENT STORES – Stockmann, Helsinki
Hamleys Department Stores
• Can provide toy solution for whole chain or store in flagship • Customer type is a good fit • Cross selling opportunities • More seasonal than ‘normal’ store • Requires ‘friendly’ department store company • Best Department Stores • Targeted catchment • Good concession rate critical • Size 75 to 1000 sq. m from Hamleys branded area with limited staff cover to full format SIS store with staff
14 Drilldown: OUTLET STORES – York, UK
Hamleys Outlet Stores
• High Sales Productivity • Provides opportunity to clear excess stock • Requires outlet scheme/s to develop • Potential ”new” customer to Hamleys • Customer type: • Mall outlets • Value shopper • Browsers • 75 – 150 sq.m • Value shopper / browsers But: • Needs in market “outlet” villages / malls
15 Drilldown: MALL & STREET STORES – Pune, India
Hamleys Mall Stores
• Local catchment • Local marketing key • Good event possibilities Smaller Format Stores Larger Format Stores
Critical issues: • Local and Smaller • Key destination Malls or • High enough footfall Catchment Malls Street Locations • Good rent deal critical • High footfall secondary • High footfall and suburban areas • Longer dwell time • Convenience Format • Full experiential format • Shorter dwell time • Full product proposition • Strong gifting Market supported by brands • Size: 250 – 400 sq. m. • Entertainments Team • Size: 500 – 1200 sq. m
16 Drilldown: HAMLEYS WORLD – Prague, Czech Republic
Hamleys World Stores
Who? • Families experience destination / anchor store
What? • Toy Shop with additional attractions • 3,000 – 5,000 sq. m.
Where? • Very High footfall malls or streets • Tourist Destinations >40%
• Attractions a core part of the offer • Paid for attractions add extra income stream
17 Hamleys Customer
Children and Families are the same all over the world - they want to have fun together! Our growth is dependent on understanding their leisure and shopping missions of our customers
Children vs Shoppers
Children are consumers of the Hamleys proposition and initiate purchasing. Consumer vs Shopper • 37% of visitors to Hamleys are children under 10 years of age
• they love to be entertained and the magic of visiting Hamleys
Shoppers are the purchasers:
• 70% are female • >70% Partner or domestic partnership • Core purchasing group >50% of total aged 25-44 • <10% retired • 40% visit with a child • they want the best for their children, and they love our unique experience and great customer service at Hamleys • 60% come to Hamleys to buy a toy Toys Selected by Experts – Branded & Hamleys Own Brand Hamleys Marketing Channels
Advertising / Digital Experiential Marketing Word of Mouth / Social sharing / PR
Newsletters /Data targeting
Hamleys unique experiential marketing delivers valuable “word of mouth” brand awareness
20 Experiential Marketing
Events plays a key role in our in-store experiential
3. Exceptional Events
Then we can take it to another level which becomes an Exceptional event. This type of event may only take place one or twice a year or even quarterly.
2. Complementary Events
These are bolstered by Complementary events that create an even more exciting atmosphere within our stores and take place on a weekly or monthly basis.
1. Core Events
Core activities form part of the experience we deliver daily. Experiential Marketing
• Experience Team in costume welcoming customers at the entrance to the store • Experience Team in costume demonstrating products e.g. arts and crafts or RC 1. Core Events • Meet and Greet with Hamley or Hattie Bear • Storytelling with Hamleys Rag Doll or Toy Soldier • Puppet show with Hamleys own brand product • Promotional activity highlighting bookable or upcoming events
• Product launch • Mascot Character meet and greet • Licensed workshop 2. Complementary Events • Supplier sponsored event • Promotional events in the mall or on the street • Character and Bear visits to local schools/hospitals • External Event Agency e.g. face painter, balloon artists, dancers, etc.
• External partnership events e.g. street parades, involvement in events 3. Exceptional Events organised by city • Large scale mascot character meet and greet (very popular character) • Bookable events e.g. birthday parties, Meet Father Christmas, milestone celebrations, celebrity appearance Hamleys Toy Shops Openings 2015
Greenstone, Johannesburg Kuntsevo Plaza, Moscow
Lubyanka, Moscow Marina Bay Sands, Singapore Hamleys Toy Shops Openings 2016
City Stars, Cairo Na Prikope, Prague
Nanjing IFC, Nanjing Mall Of Qatar, Doha Hamleys Toy Shops Openings 2017
Rostokino, Moscow Bedford Caves, Johannesburg
Sanpower Plaza, Xuzhou Galleria Polnocna,Warsaw Hamleys World – Prague, Czech Republic
26 Hamleys Lifestyle Centre – Xuzhou, China
27 Syed Kazmi
Head of International Business