Hamleys, the oldest British toy retailer, enters the Japanese market with a new retail concept. The company has opened two large-format stores in theme parks format. The project is developing in partnership with Japanese video game maker Bandai Namco Amusement. The joint venture is estimated at £ 300 million.
The first two stores in the new partnership opened in Yokohama and Fukuoka. Retail spaces combine retail and entertainment ideas with gaming corners, playgrounds, carousels, and kiddie zones. A store in Yokohama covers 3,000 square meters, in Fukuoka Hamleys leases 5,400 square meters.
Partners expect that each of the stores of the new format will attract about 4 million visitors in the first year of operation. Within five years, Hamleys expects to open about 30 stores in Japan in partnership with Bandai Namco. The company notes that the Japanese market is one of the most promising in the strategy of global brand growth.
