Hamleys opens first boutique on Regent Street

Hamleys, the world’s finest toy shop, has unveiled a new beauty boutique concept “Hamleys Boutique: Be You” at its flagship Regent Street store in London designed to create a space where 4 to 14-year-olds can hang out with friends, dress up, be creative, feel inspired, explore and have fun.

Offering everything from hair accessories, child-friendly cosmetics and nail art to dress up and jewellery, the Hamleys Boutique on the iconic store’s 2^nd floor is a response to Gen Alpha’s curiosity for ways to express themselves and develop their identity through play. For example, the new department offers the chance for youngsters inspired by pop fandom to immerse in the worldwide phenomenon of making, wearing and sharing customised bracelets; a trend that feeds their creativity and encourages them to nurture meaningful friendships with their peers.

Victoria Kay, head of buying at Hamleys, said: “Research shows that children as young as four years old possess a profound sense of self-awareness. In fact, unlike generations before them, over 90 percent value their individuality and authenticity, and feel it’s important to be totally themselves. Toys and products that allow them to explore their identity and bond with others through play are vital for the next generation.

“Young children today are also hugely socially aware. They love to shop together with friends; sharing ideas, creative expression and developing their own evolving sense of style is a meaningful social activity,” she said.

Hamleys Boutique will officially open on Thursday 15^th August at 10am. Young friends are invited to join the celebrations, with charm engraving, friendship bracelet making, hair styling and dressing up activities, plus much more, on offer.

Some of the leading products include Charm It! Charms and Milabella Charms, which allow children to create beautiful, unique jewellery to wear and share with friends. Great Pretenders, Hello Kitty and Heroes are all brands that take the age-old concept of playing dress up to a whole new level, with costumes and outfits that fuel imagination and curiosity. Savvy young shoppers can experiment and immerse themselves in pretend play with cosmetics specifically designed for children from Martinelia, Miss Nella, Marwins, Yummiland and TOPModel.

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