Hamley's opened its first store in London in 1760.
The location was chosen to attract the wealthy Bloomsbury crowd.
The location and brand changed, eventually becoming London's most famous children's store and one of the most famous in the world.
Let's take a closer look together.
Hamley's in London: article summary
The history of Hamley's in London
Hamley's moved to its present premises at 188-196 Regent's Street in 1981. Its original Holborn store was called Noah's Ark.
When it moved to 200 Regent Street in 1881, it was known as the Joy Emporium, before eventually becoming Hamleys, long after the death of its creator.
The company actually traded as Hamley's until around 1911, when it began to be known as Messers Hamley Bros.
This lasted until 1920, when the brand became Messrs Hamleys. Shortly afterwards, it just became Hamley's.
One of the world's oldest toy stores
The establishment predates Harrods by almost 90 years, which has also been selling toys for a long time. It is also claimed to be the world's largest toy store.
Anyone who has visited the seven floors, with a child, in the run-up to Christmas, won't dispute this either.
This huge space makes it a magical place for anyone looking for a toy. It's the perfect place to be at Christmas.
Hamley's in London: closure narrowly avoided
In the late 1920s and early 1930s, Hamley's was not doing very well and was forced to close its doors.
He was saved, however, when Walter Lines, who remembers riding in one of the delivery trucks as a child, bought the establishment.
Lines and his two brothers owned a toy business. He restored the store to its former glory and kept the customers coming back.
One of London's only stores with a royal warrant
In fact, it has two royal warrants. Queen Mary (wife of King George V) awarded one to Hamleys in 1938, just seven years after Walter Lines had bought and rejuvenated it.
A royal warrant indicates that the store supplies the royal family. Indeed, Queen Mary's own granddaughters had Hamleys toys in their nursery.
In 1955, Queen Elizabeth II granted him a second royal warrant, identifying him as a "toy and sports merchant".
Westminster Council awards green plaques to buildings with a rich heritage, or where famous people have lived or worked.
Hamley's in London: a missing warehouse
The company once owned a magic tricks warehouse on New Oxford Street which, in 1916, burned down. In other words, it disappeared in a cloud of smoke.
Since then, the brand has concentrated solely on its 7-storey main building, all filled with toys unique.
An eventful past
The Regent Street store was bombed five times during the war, but remained open. Staff were served at the front of the store, wearing tin hats and running inside to collect toys before finalizing the transaction at the front.
A very different atmosphere from today, when the store enjoys a certain peace and quiet... except during the holiday season. Noël.
Hamley's in London: a penguin story
At Christmas 2010, Hamley's briefly announced an in-store Christmas event involving real penguins.
Unsurprisingly, this prompted complaints from people concerned about the birds and their environment. the event was set aside.
What are the opening hours?
You can visit us on site:
- Monday to Thursday 10 a.m. to 9 p.m.
- Friday and Saturday 10 a.m. to 10 p.m.
- Sunday from 12 am to 6 pm
If you're looking for the ultimate toy store in London, I'd recommend Hamley's. Here you'll find a place packed with toys. You name it to please children young and old.
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