Hamleys opens first magnificence, dress-up and equipment boutique – Toy World Journal | The enterprise journal with a ardour for toysToy World Journal

Hamleys has unveiled a brand new magnificence boutique idea Hamleys Boutique: Be You at its flagship Regent Avenue retailer in London.

Hamleys Boutique: Be You is designed to create an area the place 4-14-year-olds can hang around with pals, costume up, be artistic, really feel impressed, discover and have enjoyable.

The brand new division on the 2nd ground of the shop additionally affords the prospect for children, impressed by pop fandom, to immerse themselves within the worldwide phenomenon of constructing, carrying and sharing customised bracelets; a pattern that feeds their creativity and encourages them to nurture significant friendships with their friends.

Victoria Kay, head of Shopping for at Hamleys, stated: “Analysis reveals that kids as younger as 4 years outdated possess a profound sense of self-awareness. Actually, in contrast to generations earlier than them, over 90% worth their individuality and authenticity, and really feel it’s necessary to be completely themselves. Toys and merchandise that permit them to discover their id and bond with others by play are very important for the subsequent technology. Younger kids right this moment are additionally vastly socially conscious. They love to buy along with pals, sharing concepts, artistic expression and growing their very own evolving sense of favor is a significant social exercise.”

Among the main merchandise within the boutique embrace Allure It! Charms and Milabella Charms, which permit kids to create lovely, distinctive jewelry to put on and share with pals. Nice Pretenders, Hi there Kitty and Heroes are all manufacturers that take the age-old idea of enjoying costume as much as an entire new degree, with costumes and outfits that gas creativeness and curiosity. Savvy younger consumers can experiment and immerse themselves in fake play with cosmetics particularly designed for youngsters from Martinelia, Miss Nella, Marwins, Yummiland and TopModel.

Among the high picks from the boutique are Nice Pretenders Fairy Gown and Rainbow Wings, Disney Princess Occasion Pack, L.O.L Shock! Hair Beads, Rainbow Excessive Swim & Type Trend Dolls, Barbie Mini Barbieland Reveal Doll, Martinella Mermaid Story Lip Gloss, Loungefly Barbie Film Backpack, Allure It Charms Choice, Martinella Little Unicorn Journey Pockets and Our Technology Stella Doll.