A retail assistant stocks the shelves at a Hamleys store. Photo: JUSTIN TALLIS/AFP via Getty Images
The new upsized store opened its doors over the bank holiday weekend and follows a successful year of trading for Hamleys smaller premises on Paradise Street.
Shoppers will be treated to an array of games, puzzles, arts and crafts and the retailer’s exclusive collections.
The more expansive store is on South John Street in Liverpool ONE.
“For Hamleys, the last 12 months at Liverpool ONE have been magical,” said Sumeet Yadav, CEO for Hamleys’ parent company Reliance Brands Limited.
“It’s wonderful seeing all the smiling faces of families on their trip to the store.
“Now we have an exciting opportunity in a new location to continue spreading the joy, in a way that only Hamleys can and we are looking forward to see the little ones trooping in.”
Hamley’s declares itself as ‘the finest toy shop in the world’.
Founded by William Hamley in 1760, it is known as the world’s oldest toy retailer. A branch opened on London’s Regent Street in 1881.
According to the retailer, even World War II did not stop Hamleys when the building was bombed five times.
“Wearing tin hats, staff served at the shop entrance, rushing in to collect the toys then handing them over at the door,” its website states.
Hamleys has had a number of different owners over the years and in 2019, Reliance Brands Limited, who owned the franchise for Hamleys in India, acquired the global brand for a reported £67 million.