Hamleys Japan in talk for theme park JV

1 min readUpdated May 28, 2025Dec 5, 20187:26 AM

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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.”

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What this means

Hamleys' aggressive entry into Japan with entertainment-focused megastores, mirroring its larger format approach, puts direct pressure on local toy and family entertainment players. The £300 million venture with Bandai Namco positions them strongly, using established local market knowledge, a strategy reminiscent of Tiffany & Co. Expanding its experiential retail in Singapore. This differs from Panpuri's more gradual 16-store expansion across Asia. While the high initial investment and visitor targets are ambitious, the experiential model addresses shifting consumer expectations. The key challenge lies in sustaining visitor engagement and product sales across 30 planned locations. Watch for the initial visitor numbers reported after the first year.

Sarah Chen · Retail News Asia newsroom

Questions & Answers

What are Hamleys Japan's visitor targets and long-term expansion plans?

Hamleys Japan aims to attract 4 million visitors to each store in the first year. The company plans to open 30 stores across Japan over the next five years, indicating ambitious expansion in the territory.

Which company is Hamleys partnering with for its venture into the Japanese market?

Hamleys has partnered with local video games firm Bandai Namco for its Japanese operations. This collaboration supports the development of their theme-park styled retail outlets, combining toy sales with entertainment facilities.

What is the scale of the investment in Hamleys' Japanese expansion?

The joint venture for Hamleys' expansion in Japan represents a £300 million investment. This significant sum reflects the company's commitment to establishing a strong presence in this new international market.

What kind of facilities do the new Hamleys stores in Japan offer beyond product sales?

Beyond selling approximately 6000 products, the new stores in Japan feature entertainment facilities. These include merry-go-rounds, games corners, and dedicated infant play spaces, creating a theme-park styled experience for visitors.

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