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Hamley’s China flagship opens in Nanjing

Hong Kong’s C.banner International has opened its first Hamleys China flagship toy store in Nanjing.

C.banner, an international integrated retailer and the second largest retailer of mid-to-premium women’s formal and leisure footwear in the PRC, bought Hamley’s, the UK’s oldest toy store, last year and has plans to expand across Mainland China.

The nearly 7000 sqm store is located at Xinjiekou Sanpower Plaza (Nanjing International Finance Center), providing thousands of traditional to high-tech educational items for children of all ages. Along with the brand’s famed teddy bears, Hamleys partners with many world-renowned toy brands, such as Hasbro, Mattel, Lego, and others in this “Toy Museum” outlet.

Two special party houses have been designed and built inside the Hamleys’ China flagship with a host of different themes to choose from. Their professional team organises birthday party events for children, providing games, toys, food and birthday gifts. There are also more than 10 entertainment facilities located from the first to the fourth floor, providing interactive games for children of different ages.

Facilities like remote car racing and shooting games enhance children’s response sensitivity while augmented reality (AR) games using technology and magic let children interact with the latest in virtual reality in areas like the “Water Game Zone”, Creative DIY Workshop and Baby Aesthesia Zone.

Based on the Hamleys brand, C.banner International will design and build a consumer complex comprising various sections, including children’s entertainment, education, clothing, daily necessities, culture and catering.

Chen Yixi, chairman of C.banner said the addition of the Hamleys brand will boost the company’s brand value and realise a strong synergy with its existing business operations.

“The store is intended to serve as a template for future store openings as the company seeks to replicate the unique Hamleys in-store experience with interactive playtime, events and special demonstrations in other populous cities over the PRC,” he said.

“Next year, the company plans to roll out more stores in core cities with high populations across China, such as Beijing, Shanghai, Xuzhou, Hangzhou and others. We will also continue to take full advantage of C.banner’s experience in China’s retailing industry and long-term retail network contacts to rapidly expand Hamleys’ business across the mainland.

“The group has full confidence in Hamleys’ China, and we feel that we are now on the ground floor of greater opportunities ahead. We look forward with great anticipation to achieving strong business growth.”

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