Chinese-owned, British headquartered toy store chain Hamleys has entered the Japanese retail market, opening two theme-park styled outlets.

Hamleys Japan is targeting 4 million visitors to each store within the first year, with a view to opening 30 stores in the territory over the next five years.

The new stores have opened in Yokohama (at 32,300sqft) and Fukuoka (at 58,100sqft) in partnership with local video games firm Bandai Namco in a £300 million (US$381.7 million) venture. Each store features around 6000 products on sale and entertainment facilities such as merry-go-rounds, games corners and infant play spaces.

Hamleys CEO Ralph Cunningham said Japan represents “an exciting and important market” and is key to Hamleys’ continued international growth strategy.

“We look forward to bringing smiles to the faces of children and families all over Japan and delivering the unique Hamleys in-store experience to this fantastic market.”