Hamleys is quite simply the greatest toy shop on earth – a British institution – 265 years old and now thriving globally with its first store in China opening in Nanjing this week. That takes it to an 85 strong retail estate across 23 countries and growing. So when we hold any events or launch any publicity campaigns for Hamleys, the Way To Blue team not only gets extremely excited, but gets it game face well and truly on! And what a game it has been in the last 24 hours.
We unveiled their Top 10 predictions for the hottest toys this Christmas to a large media throng in London’s Regent Street – yes, we know it’s only October, but believe us, it could have been worse – we usually launch their Festive toys in June! This was a brave move for us to shake up the UK’s Christmas in June tradition amongst retail and media and to do it in October, but… fortune favours the brave and all that – and the media followed us to a new slot in the calendar in their droves.
With an 8am photocall, a showcase of all the amazing toys and games and our Children’s Toy Testing Panel, we spent the morning demonstrating, discussing the latest trends and playing alongside photographers, reporters, presenters, broadcasters, bloggers in a real whirlwind. There’s lots we could say about what went on, but as our job is to spread the good word about Hamleys, let’s just cut to the chase and share some of the results in the first 24 hours. We entertained and showcased to over 70 media and our coverage started within 10 mins of opening our event. With lots more yet to come, we have already landed print coverage in virtually every UK national newspaper title – from full pages in many to lead lifestyle pictures to gallery slots and commentary pieces – the coverage included The Sun, Daily Mail, the I, Metro, Daily Star, Daily Telegraph, Guardian, Daily Express, Evening Standard, The Mirror. Broadcast and international wires and online news portals included e few folks you might recognise also – BBC, ITV, ITN, Reuters, Press Association, Bloomberg, AOL, MSN, Yahoo, BT.com, AOL, SnapPA, REX, AP, Getty. And on it goes into the weekend media and consumer glossies coming out in the coming weeks. The UK regionals are now all picking up the story. It’s what we call a good day at the office.
Enjoy….and by the way…Happy Christmas!