Hamleys opens new in-store LEGO experience

The UK’s most famous toy shop, Hamleys, has opened a brand new LEGO section featuring interactive experiences.

As part of the 60th anniversary of the LEGO brick, Hamleys has refreshed the store’s fifth floor LEGO section with new activities and features. Working closely with the LEGO Group, the London tourist destination has added new photo opportunities, building areas and unique activities.

This new area opened this morning, with a special ribbon cutting ceremony attended by red ninja Kai and the Hamleys bear. LEGO Batman fan Thomas did the honours of declaring the new experience open, giving the public the opportunity to enter through the upscaled gate elements.

“Our customers constantly tell us about the great fun and memorable experiences they have when visiting Hamleys and today, with our partners at LEGO, we are delighted to be adding even more entertainment and reasons to visit our world famous London toy shop,” said Hamleys Group CEO Ralph Cunningham.

Besides being the place to buy 40220 London Bus and 5005233 Royal Guard, Hamleys now offers two building zones – a tree surrounded by LEGO Duplo bricks and a fountain full of regular LEGO bricks. Children can help the minifigure Sherlock Holmes track down a series of clues to locate the missing crown or find out which LEGO character they are with the ‘Minifigure Me!’ station. An upscaled version of the London Bus set adds to the capital specific theme.

“We have been working closely with our partners at Hamleys for many years now and proud to jointly unveil the new interactive LEGO experience, which we know will continue to bring joy and excitement to children of all ages, for years to come. Hamleys is truly a magical place for children and adults alike and we at the LEGO Group, constantly strive to inspire and develop the builders of tomorrow,” said LEGO National Accounts Director Craig Mair.

Throughout the weekend, until Sunday, March 18, Hamleys will be celebrating with free balloons, characters to meet and 20% off selected LEGO sets at the store.


Graham was the BrickFanatics.com Editor up until November 2020. He has plenty of experience working on LEGO related projects. He has contributed to various websites and publications on topics including niche hobbies, the toy industry and education. Follw Graham on Twitter @grahamh100.

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