Hamleys brand research

brand research done on Hamleys

2. ABOUT THE BRAND

3. 261
YEARS
1881
1931
1955
AT PRESENT
1760
Shop named 'NOAH's ARK' opened
by William Hamley at Holborn.
Shop passed on to grandsons.New store
opened in Regent
Street,London.Renamed ,Hamleys.
Company faced bleak times during the
Great depresssion and hhad yto be losed
for a short while.
Queen Elizabeth II gave Hamleys the
Royal Warrant
In May 2019 it was confirmed that Reliance Retail,
a subsidiary of Reliance Industries Limited on 9
May 2019 signed a definitive agreement for
Reliance Retail to acquire 100 per cent shares of
Hamleys Global Holdings Limited.[30] Hamleys is
planning to open a Hamleys in The Gate Mall in
Kuwait.

4. Hamleys is the oldest and largest toy shop in the world. It is
named after William Hamley, who founded a toy shop called
"Noah's Ark" at No. 231 High Holborn, London, in 1760.
Ownership of the shop passed through the family, and by the
time it was operated by Hamley's grandsons in 1837, the store
had become famous, counting royalty and nobility among its
customers.
A branch at No. 200 Regent Street was opened in 1881; the
original High Holborn shop was destroyed by fire in 1901 and
was subsequently relocated to Nos. 86–87 High Holborn. The
Regent Street branch later expanded to Nos. 188–196.
In 1938, Queen Mary, consort of King George V, gave Hamleys a
royal warrant. During the Second World War, the Regent Street
store was bombed five times. In 1955, Queen Elizabeth II gave
the company a second royal warrant as a "toys and sports
merchant".
Hamleys was bought in June 2003 by the Baugur Group, an
Icelandic investment company. When Baugur collapsed, its
stake in the toy store was taken over by the Icelandic bank
Landsbanki. In September 2012 Groupe Ludendo, a toy retailer
based in France with shops also located in Belgium, Spain and
Switzerland, bought Hamleys for a reported £60 million.


HISTORY

5. BRAND USP

Its biggest USP is that it's the biggest and
the oldest toy shop ,261 years old.
It is the first toy shop to open ever. It has
a wide range of toys, for all ages ,for boys
as well as girls and the ambience created
for kids is remarkable. They create such
an ambience ,that it's difficult for the kids
to resist.

6. TARGET CUSTOMER

7. BUILDING AND CONSTRUCTION BLOCKS
GAMES AND PUZZLES
SCIENCE AND DISCOVERY
ARTS AND CRAFTS
DOLLS AND PLAYSETS
ACTION TOYS
SOFT TOYS
SPORTS AND OUTDOORS
COLLECTIBLES
VEHICLES
ABOUT MERCHANDISE

8. COMPETITORS

9. LOGOLOGO
Created by93 Design, they wanted
to capture the concept "Magic of
Hamleys" in the logo for the iconic
London retailer. While keeping in
mind the red color scheme, and
adding that touch of gold, which
indicates the royalty that the brand
brings along with it. The stars are an
indication of magic.

10. AMBIENCE
Hamleys aims to create a theme park like ambience .Children don't just see it as a toy store ,it is a wholesome experience
.A child when he enters the store as a magical land.

11. RACKS AND DISPLAY
Some time toys and branded big cars are kept on table display which is
centrally located to attract the kids.

12. LIGHTING
The lighting of hamleys is very dreamlike, as they have used golden,
spherical lighting units to illuminate the whole store

13. INTERACTIVE DISPLAY
Hamleys takes pride in its interactive diaplay as it makes the shopping experience memorable
for children. There are basketball hoos and football goal posts placed around the store for
children to play with their balls.

14. KEYWORDS
INNOVATIVE
PREMIUM
ENJOYMENT
UNIQUENESS
ABUNDANCE

15. MOODBOARD

16. FOCAL POINT
DIGGERS
MIRROR GAZE
MIRROR GAZEVENETIAN STYLE
CAROUSEL
SITTING AREA

17. THANK YOU