Hamleys has today (31 March) opened Europe’s largest toy shop in Moscow that will push a more experiential offering to its other stores.
Designed by global retail and brand consultancy Fitch, the 7,000sq m expands Hamleys current design and incorporates nine ‘Worlds of play’ that mix retail, attraction and entertainment.
For example in Motor City there is a Go-Kart track, in Space a full scale replica of the Star Wars Millennium Falcon (that children can test drive) and in Magic Kingdom a huge castle in which kids can play and explore.
The new store is located in Russia’s Lubyanka Read full story ›
Source: The Drum
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