Hamleys Brand Presentation - "Creating the World's Leading Children's Lifestyle Brand" - Clarges ...
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Hamleys Brand Presentation “Creating the World’s Leading Children’s Lifestyle Brand”
Hamleys rich and magical history dates back to
1760 when William Hamley dreamed of the finest
toy shop in the world, a place filled every toy he
could find – toys that would make a child smile
from ear to ear and define generations.
Opened as ‘Noahs Ark’ in Holborn in 1881 his
Grandsons opened a new branch on Regent
Street, where Hamleys still has a presence today
At the turn off the century Hamley Bros.
reputation was so great that when it launched
the new ‘Gossima’ Game the public immediately
took to it - ‘Ping Pong’ as it was nick named
officially became Table Tennis in 1921.
In 1938 Hamleys was rewarded with the Royal
Warrant from Queen Mary. Her granddaughters,
the young Princesses Elizabeth and Margaret
Rose, both had Hamleys toys in their nursery and
in 1955 Queen Elizabeth honoured Hamleys with
a second Royal Warrant.
In 2016 Hamleys operates worldwide and
continues to be a world of joy and wonder. The
toys may have changed, but we are sure William
Hamley would recognise the same delighted faces
he dreamt of as a boy.
Opens Largest Toy Opened First Opened Largest Toy Opened 100th Toy
Hamleys Launches Received First Received
Shop in the World on Franchise store Shop in World, Shop in South
Founded “Table Tennis” Royal Warrant Second Royal
Regent St. London Lubyanka Moscow
Warrant in Jordan Africa
1760 1981 c.1900 1938 1955 2008 2015 2016
2 2
Hamleys Essence
“I remember going to
Hamleys as a child”
Hamleys Experience
Dem Table
Engaging Staff
Bath in engaging Toys for children to
uniforms play with everyday!
delivering fun
Colourful store design with
features that facilitate selling.
Toys selected by Fun in-store events
Toy Demonstration Atmosphere and NOISE!
Experts
Hamleys Brand Positioning and Messaging
MARKETING MESSAGE
Quality Fun, Experience, Magical, Interaction, The Finest Toy
Shop in the World, Memories, Offers, Party
Independent
s
Specialist Mass
Supermarkets Hypermarkets
MARKETING MESSAGE
Single Brand Message
Value MARKETING MESSAGE
Discount, Save, Lowest price.
23 Countries, 125 Stores & still growing…
6
Hamleys OwnMaster
Click to edit Operated
title&style
Franchise 2017 Year End
2
3 6
2
5 2
8 1 5
1
5
3
1 1
5 2
1 2
4
3
40
8 1
1
5 1
1
1
6 Hamleys World 15 Travel 8 Outlets
140
96 Mall/Street Stores 15 Department Stores TOTAL
7
Hamleys Global Presence - 2021
2017 2018 2019
Germany USA Canada
Poland Japan Iran
Kazakhstan S. Korea Australia
Nigeria Ukraine France
Sri Lanka Spain
8
Hamleys UK & International Growth 2012-2021
Hamleys Stores
2012 7 15 Total 22
2013 10 25 Total 35
2014 10 37 Total 47 Owned Operated
2015 12 57 Total 69 Wholesale
2016 30 76 Total 106
International Franchise
2017 38 102 Total 140
2021 50 150 300 Total 500
9
Hamleys Global Visitors 2015-2020
2015 37,050,000
2016 47,740,000
2017
Total Visitors
60,000,000
2018 82,500,000
2019 100,000,000
2020 125,000,000Format History Highlights
1ST 1ST UK 2ND UK 1ST NEW STYLE 1ST NEW STYLE 1ST LIFESTYLE
FLAGSHIP TRAVEL REGIONAL REGIONAL TRAVEL STORE DEPARTMENT STORE STORE
Regent Street STORES Dundrum Glasgow Heathrow T5 Stockmann Xuzhou
UK Airports
1990s
1881 2008 2009 2010 2012 2013 2014 2015 2016 2017
2000s
1ST 3RD 4TH 2ND WORLD WORLD
FRANCHISE FRANCHISE FRANCHISE FRANCHISE Lubianka Prague
STORES MARKET MARKET TRAVEL STORE
Amman Phoenix Europesky Kuala Lumpur
- Mills
Mecca Avenue (Outside Mall)
(Street)
-
Dubai Mall
(Mall)
11The Format Scale
CONVENIENCE EXPERIENCE
Things to Buy Things to Do
TRAVEL DEPARTMENT MALL MALL HAMLEYS WORLD LIFESTYLE STORES
OUTLETS STORES OR OR
Retail with Attractions PLAY ROOM
WEB STREET STREET
Attractions with Retail
Small Large
12Drilldown: TRAVEL – London Heathrow, Terminal 5
Hamleys Travel Stores
• High sales productivity
• Customer types high in locations
• Business trip ‘guilt’ purchases
• Tourists
• Families travelling
• Tailored range (WIP)
• Airports and Stations
• High Footfall
But:
• Tourist/Business Travellers
• Unit availability
• 75 – 150 sq. m.
• Airport operational set up
• Potential rent cost
13Drilldown: DEPARTMENT STORES – Stockmann, Helsinki
Hamleys Department Stores
• Can provide toy solution for whole chain or store in
flagship
• Customer type is a good fit
• Cross selling opportunities
• More seasonal than ‘normal’ store
• Requires ‘friendly’ department store company
• Best Department Stores
• Targeted catchment • Good concession rate critical
• Size 75 to 1000 sq. m from Hamleys branded area with
limited staff cover to full format SIS store with staff
14Drilldown: OUTLET STORES – York, UK
Hamleys Outlet Stores
• High Sales Productivity
• Provides opportunity to clear excess stock
• Requires outlet scheme/s to develop
• Potential ”new” customer to Hamleys
• Customer type:
• Mall outlets • Value shopper
• Browsers
• 75 – 150 sq.m
• Value shopper / browsers
But:
• Needs in market “outlet” villages / malls
15Drilldown: MALL & STREET STORES – Pune, India
Hamleys Mall Stores
• Local catchment
• Local marketing key
• Good event possibilities
Smaller Format Stores Larger Format Stores
Critical issues:
• Local and Smaller • Key destination Malls or
• High enough footfall
Catchment Malls Street Locations
• Good rent deal critical
• High footfall secondary • High footfall
and suburban areas • Longer dwell time
• Convenience Format • Full experiential format
• Shorter dwell time • Full product proposition
• Strong gifting Market supported by brands
• Size: 250 – 400 sq. m. • Entertainments Team
• Size: 500 – 1200 sq. m
16Drilldown: HAMLEYS WORLD – Prague, Czech Republic
Hamleys World Stores
Who?
• Families experience destination / anchor store
What?
• Toy Shop with additional attractions
• 3,000 – 5,000 sq. m.
Where?
• Very High footfall malls or streets
• Tourist Destinations >40%
• Attractions a core part of the offer
• Paid for attractions add extra income stream
17Hamleys Customer
Children and Families are the same all over the world - they want to have fun together!
Our growth is dependent on understanding their leisure and shopping missions of our customers
Children vs Shoppers
Children are consumers of the Hamleys proposition and initiate
purchasing.
Consumer vs Shopper
• 37% of visitors to Hamleys are children under 10 years of age
• they love to be entertained and the magic of visiting Hamleys
Shoppers are the purchasers:
• 70% are female
• >70% Partner or domestic partnership
• Core purchasing group >50% of total aged 25-44
•Toys Selected by Experts – Branded & Hamleys Own Brand
Hamleys Marketing Channels
Advertising / Digital
Experiential Marketing
Word of Mouth /
Social sharing / PR
Newsletters /Data
targeting
Hamleys unique experiential marketing delivers valuable “word
of mouth” brand awareness
20Experiential Marketing
Events plays a key role in our in-store experiential
3. Exceptional Events
Then we can take it to another level which becomes an
Exceptional event. This type of event may only take
place one or twice a year or even quarterly.
2. Complementary Events
These are bolstered by Complementary events that
create an even more exciting atmosphere within our
stores and take place on a weekly or monthly basis.
1. Core Events
Core activities form part of the experience we deliver
daily.Experiential Marketing
• Experience Team in costume welcoming customers at the entrance to the store
• Experience Team in costume demonstrating products e.g. arts and crafts or RC
• Meet and Greet with Hamley or Hattie Bear
1. Core Events
• Storytelling with Hamleys Rag Doll or Toy Soldier
• Puppet show with Hamleys own brand product
• Promotional activity highlighting bookable or upcoming events
• Product launch
• Mascot Character meet and greet
• Licensed workshop
2. Complementary Events • Supplier sponsored event
• Promotional events in the mall or on the street
• Character and Bear visits to local schools/hospitals
• External Event Agency e.g. face painter, balloon artists, dancers, etc.
• External partnership events e.g. street parades, involvement in events
3. Exceptional Events organised by city
• Large scale mascot character meet and greet (very popular character)
• Bookable events e.g. birthday parties, Meet Father Christmas, milestone
celebrations, celebrity appearanceHamleys Toy Shops Openings 2015 Greenstone, Johannesburg Kuntsevo Plaza, Moscow Lubyanka, Moscow Marina Bay Sands, Singapore
Hamleys Toy Shops Openings 2016 City Stars, Cairo Na Prikope, Prague Nanjing IFC, Nanjing Mall Of Qatar, Doha
Hamleys Toy Shops Openings 2017 Rostokino, Moscow Bedford Caves, Johannesburg Sanpower Plaza, Xuzhou Galleria Polnocna,Warsaw
Hamleys World – Prague, Czech Republic
26Hamleys Lifestyle Centre – Xuzhou, China
27Syed Kazmi Head of International Business skazmi@hamleys.co.uk
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