Toy store Hamleys has launched an expansion into Southeast Asia.

The British toy retailer has recently opened its first store in Malaysia’s 1 Utama Shopping Centre. The store spans 20,000 sqft over single floor and carries arts and crafts, actions toys, dolls, building toys, outdoor-related toys, games, soft toys, educational toys and toy vehicles.

Hamleys’ Malaysian operation is run by local partner GRV Toy Store which plans to open at least five stores over the next five years.

“Malaysia is the first country in Southeast Asia that has a Hamleys toy store,” said CEO Gudjon Reynisson.

“We are confident with the market demand here. Our focus for now is the Malaysian market.”

After Malaysia, Hamleys will explore opportunities to open in Singapore and Indonesia, says Reynisson.

Hamleys has more than 30 stores across 12 countries and territories including India, Russia, the United Arab Emirates and Scandinavia.