Hamleys was this morning set to throw open the doors of its newly renovated and expanded Build-A-Bear section in its flagship London store.
The retailer has been working with the plush company on the new look for the in-store experience, which will add 300 feet to the site in within the famous Regent Street shop.
As well as adding square footage, it will also offer customers “enhanced opportunities to create their own cuddly, furry friend.
This includes getting involved with the Heart Ceremony and being able to choose from a bigger range of accessories, including exclusive Hamleys items, and will, both Hamleys and Build-A-Bear said, offer an “unforgettable bear-building experience for children, teens, and adults alike”.
“As a global brand, we strive to find opportunities to bring our renowned bear-building experience to more guests every year”
Chris Hurt, Chief Operations and Experience Officer at Build-A-Bear
“We are thrilled to grow our Workshop at Hamleys Regent Street,” said Chris Hurt, Chief Operations and Experience Officer at Build-A-Bear. “This iconic location attracts guests from all over the world, and we are honoured to be a part of creating special memories for them. The expansion of this location is an example of our continued growth in the United Kingdom. As a global brand, we strive to find opportunities to bring our renowned bear-building experience to more guests every year, and we look forward to sharing the joy the joy of Build-A-Bear with even more guests of Hamleys.”
“We are delighted to unveil our refurbished Build-A-Bear experience at Hamleys Regent Street,” said Sumeet Yadav, CEO, Hamleys. “At Hamleys, we strive to create unforgettable moments for children and families and working with Build-A-Bear to create a brand-new, updated and immersive retail experience, is another step in that direction. We have worked diligently to bring an enhanced, larger-than-life retail area that will capture the hearts of all who visit and give the opportunity to take home a cherished memory of their family day out at Hamleys.”
The first 25 customers were set to receive a free Lil’ Cub Bear, as well as giveaways of balloons, aprons and tote bags. Hamley Bear will also be on hand alongside fellow characters Bearemy and Pawlette for fun and photo opportunities.
