Hamleys’ new 73,000-sq. -ft. store in Moscow is Europe’s largest toy shop

New York -- U.K. toy retailer Hamleys Plc has opened Europe’s largest toy store, a 73,000-sq.-ft. location in Moscow. It is also the second largest toy store in the world, with Toys “R” Us’ Times Square outpost taking the top spot. (As previously reported, Hamleys is planning to enter the United States).



Designed by global retail and brand consultancy Fitch, Hamleys is located in Lubyanka Square, close to the Kremlin. The two-level space is heavy on interaction and engagement and is divided into nine themed areas: Enchanted Forest, Imagination, Lego World, Magic Kingdom, Metropolis, Motor City, Park, Safari and Space.



Each area mixes retail, attraction and entertainment, with digital and sensory enhancements. Motor City, for example features a Go-Kart track. A full-scale replica of the Star Wars Millennium Falcon (that children can test drive) is the star attraction in Space.



The Magic Kingdom area bosts a huge castle in which kids can play and explore, while witches fly through Enchanted Forest on broomsticks, ducking between tree houses and scaling hidden pathways. Digital windows display cues from nostalgic Russian childhood games. The store also features a Lego rocket made with 1.9 million bricks.



“Play is a serious business,” said David Blair, CEO, Fitch EMEIA. “The more a person can interact with a product, the more immersed they become in the brand, the deeper the connections they build. The Hamleys World concept continues to build on a place where toys come alive.”