Hamleys Vietnam will stage a mobile roadshow around the shopping centres and schools of downtown Ho Chi Minh to help build brand awareness ahead of the store’s Vietnam debut.
Hamleys Vietnam will open its doors on October 21 in the recently opened SC Vivo City mall in District 7, a popular expat enclave.
Hamleys, the world’s oldest toy shop established in 1760, announced in June it would open its first store in Vietnam. It promises to be the largest toy shop in Vietnam when it opens its doors to the general public, with a character parade and ceremony at 7pm.
In the lead up to the opening, Hamley Bear will be touring the city in a specially marked red minibus, visiting international schools, shopping malls, and other areas. The tour will be held from October 9 to 10, and 16 to 17.
In addition to the Hamley Bear visits, there will be a competition on social media to a win prize and exclusive tickets to the VIP and media event, taking place from 5.30pm on October 21 at SC VivoCity.
Nina Komolova, Hamleys’ PR and marketing manager says the London Bus Tour will bring excitement to families in advance of the store’s opening.
Wee Keng, general director of SC VivoCity said with Hamleys’ tradition internationally of lively store demonstrators, strong brand identity and immersive environment, the new store will take VivoCity’s concept of a one-stop family lifestyle destination mall to a new level.
In Hamleys Vietnam, shoppers will step into a magical toy wonderland that is stocked with thousands of safe, quality approved toys ranging from the traditional to the high-tech, games and puzzles to arts and crafts, magic, the Luvley Boutique – where children will find a selection of hair and nail products to dress themselves up with – and of course the iconic Hamleys Teddy Bears.
Hamleys’ unique approach focuses on ‘bringing toys to life’ for children and families by actively encouraging children to play with the toys in store or by engaging with toy demonstrators.
Memories underpin the essence of the Hamleys brand – customers will be able to meet the Hamleys Bear, characters from television and film on special occasions and participate in interactive workshops and events.
The Hamleys Vietnam franchise is owner by Maison Joint Stock Company, founded in 2002 by Richard Trinh and Mai Son Pham. The company operates 61 stores in Vietnam selling brands including Christian Louboutin, Topshop/Topman, Miss Selfridge, Dorothy Perkins, Max Mara, Max & Co, Mango, Karen Millen, Coast, Warehouse, Oasis, Bebe, Charles & Keith, Pedro, Accessorize, Monsoon Children, Havaianas and NYS Sunglasses. It will soon open the nation’s first CH by Carolina Herrera and Santoni stores.
