Photo by Dave Benett
Hamleys has unveiled a new beauty boutique concept “Hamleys Boutique: Be You”at its flagship Regent Street store in London. It has set out 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 second floor is a response to Gen Alpha’s curiosity for ways to express themselves and develop their identity through play.
“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% value their individuality and authenticity”
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% 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.”
Photo by Dave Benett
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.
Hamleys’ latest announcement comes after the exciting recent launch of the L.O.L. Surprise! shop-in-shop space at Hamleys.
Hamleys Boutique officially opened on 15 August.
Photo by Dave Benett
