Hamleys Singapore opens its doors

The world’s oldest toy store is now open in Singapore.

Hamleys is now trading in Plaza Singapura on the city state’s prime shopping strip Orchard Rd.

Occupying 12,000 sqft across two floors of Plaza Singapura, the Hamleys store boasts prominent street frontage along Orchard Rd.

Dubbed ‘The Finest Toy Shop in the World’ the new store promises an exciting in-store concept where playing is encouraged. Shoppers will find themselves immersed in a magical toy wonderland stocked with more than 10,000 toys, ranging from the traditional to the high-tech, as well as games and puzzles, arts and crafts, magic props, the Luvley Boutique – where girls will find an exciting selection of hair and nail products – and the iconic Hamleys Teddy Bear.

Hamleys’ unique approach focuses on ‘bringing toys to life’ for children and families by actively encouraging children to play with the toys in store or by engaging with expert toy demonstrators. Understanding that memories underpin the essence of the Hamleys brand, the toy store will arrange for shoppers to meet the Hamleys Bear and popular characters such as  Barbie, Peppa Pig and the Teenage Mutant Ninja Turtles on special occasions.

Ong Kee Leng, GM of Plaza Singapura, said that when introducing new-to-market brands, the centre looks for those with an established international track record.

“The addition of Hamleys to Plaza Singapura will further enhance our position as a one-stop destination mall for families and friends, centrally located on Orchard Rd. We are confident that children will build lasting memories of unbridled joy and unforgettable fun times while adults will relive wonderful childhood years at Hamleys.”Plaza Singapura, also known as PS, is one of the oldest and largest malls on Orchard Rd. Established in 1974, it was the first to pioneer the all-in-one shopping concept, introduce anchor tenants and multi-storey parking.  The nine-storey mall which was recently revamped features over 300 stores and a 170m frontage along Orchard Rd.