We have handled Hamley’s Christmas in July campaign for seven years and have built this showcase into a landmark institution for the industry. The ambition is to express the brand’s expertise and authority in toys, its magic as a retailer experience and its breadth of range.
We operate an open house in the famous Regent Street store and in a specially designed festive space, we provide child toy testers, demonstrators, senior buyers and stage a series of picture calls in and around the store. We hit short lead news print and online, consumer lifestyle mags and on lines and a variety of broadcast from business to kids.
In 2015 we attracted over 100 guests during the day and generated over 150 pieces of coverage within a matter of days. Broadcast has spanned Bloomberg, Sky and Reuters to This Morning and Blue Peter.