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Hamleys opens first Japanese stores

Iconic British toy retailer Hamleys has made its first move into the Japanese market with two large, theme park-style outlets, which opened at the end of November, in time for Christmas shoppers to make the most of the new stores.

The £300 milion venture is the result of a partnership between Hamleys and Japanese video games firm Bandai Namco Amusement. The first two stores are located in Yokohama City (near Tokyo) and in Fukuoka, (western Japan).

The stores will bring together the two companies’ retail and entertainment expertise, featuring entertainers, playground attractions including merry-go-rounds, games corners and infant play spaces.

Around four million visitors are expected to visit each store in the first year.

“Japan represents an exciting and important market and is key to Hamleys’ continued international growth strategy,” said chief executive Ralph Cunningham. “We look forward to bringing smiles to the faces of children and families all over Japan and delivering the unique Hamleys in-store experience to this fantastic market.”

Hamleys plans to open a total of 30 stores in Japan over the next five years.

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