Harry Potter at Hamleys

To showcase the new Hamleys Harry Potter collection in store and further position Hamleys as the leading toy retailer in the market, Way To Blue organised a launch event in the Regent Street flagship store in which consumer press, parenting blogs, influencers and talent were invited for a first look at the new floor and collection.

Way To Blue positioned the experience as “Hogwarts comes to Hamleys”, where guests were invited via an inked letter and owl toy from the new collection in a beautiful Hamleys gift box. On arrival, guests were greeted by performers dressed as loveable Harry Potter characters and Hogwarts students, photo opportunities were available with lifesize LEGO Hagrid, Harry Potter lifesize cut-out characters, flying snitches and magical wands.

We organised talent attendance to grab attention of showbiz media, including Stacey Solomon, Gabby Roslin, Imogen Thomas and Nicola Mclean.


To continue the buzz we created video content of the event which was used for a media driver and social content.


The event generated 71 pieces of coverage across international, national, regional, trade and consumer media which included; Evening Standard, Mirror online, Time Out, Daily Express online. We reached a circulation of over 748,502,281.


Pieces of coverage generated


Circulation of