Hamleys, the world’s oldest and largest multinational toy retailer, is to open its latest store in the Midlands this summer at Highcross, the area’s leading retail and leisure destination.

Set to open on Tuesday 15th June, Hamleys’ new 1,800 sq ft Pop-Up store is located on the Lower Mall near the Customer Service Desk. As well as creating 10 new local jobs, the location promises to transport customers to a world of theatre and fun.

Founded in 1760, Hamleys has been creating magic for over 260 years. Today, there is always something to see, from crazy flying drones to giant bubbles floating through the store. Customers may even get to meet Hamleys’ regulars, Ragdoll or Toy Soldier.

Across the store, children will have their pick from a wide range of top brands, from the iconic Hamleys Bears to super speed racing cars, Barbie and L.O.L dolls, plus all the classic family favourites.

Mr. Sumeet Yadav, Chief Executive Officer at Reliance Brands Limited commented:

We are delighted to open at Highcross. Every year more than 10 million families visit us across the world for a unique Hamleys experience where we bring to life many Worlds of Play. Every visit to Hamleys is a reward in itself, the toy purchase is a bonus for the child. I am sure children will build lasting memories of fun and joy while adults will relive memories of their childhood at Hamleys in Leicester”

Jo Tallack, Senior General Manager at Highcross, commented:

“Today’s announcement really highlights the continued popularity of destinations like Highcross to both brands and customers. We know that more and more of our customers are looking for an experience when they visit, and we are focusing on brands that are offering something new and exciting. As a globally recognised name, Hamleys is a welcome addition to Highcross, and I’m sure it will be a huge hit with families in Leicester.”

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