Hamleys: The rise of ‘Toy-Telligence’

A higher number of competitor retailers than ever released their own top Christmas toys list last year, making it the most crowded from a media amplification point of view since we started working with Hamleys a decade ago. We were tasked with the brief to ensure that Hamleys remained unique amongst its market competitors.


Understanding the way the media works, we held steadfast throughout the summer while other brands fought to launch their Christmas products and pitched the idea of ‘Toy-Telligence’ in line with toys hitting the shelves in October, as a rising trend of combining technology and toys to show the continual drive for interactivity. Our approach was simple – create a unique news angle that would generate coverage in top tier media and keep Hamleys front of mind.

By plugging our new trend ‘Toy-Telligence’, this generated a great deal of interest both national press and influential media in the States, leading to the media biting on to this shiny new tech-toy movement.


In this brave and ambitious campaign, we achieved a staggering 47 international pieces (including The prestigious New York Times), 15 national pieces, 8 broadcast pieces and 21 online news and consumer pieces – as well as extensive regional, trade and social media coverage.


The total reach of the coverage currently stands at 7.5 billion.


Total audience reach


International articles


National articles


Broadcast pieces


Online news
and consumer articles