Hamleys Brand Presentation Creating the Worlds Leading Childrens - - PowerPoint PPT Presentation

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

• fficially 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.

2 1760

Hamleys Founded

1981 Opens Largest Toy Shop in the World on Regent St. London c.1900

Launches “Table Tennis”

1938

Received First Royal Warrant

1955

Received Second Royal Warrant

2008

Opened First Franchise store in Jordan

2015 Opened Largest Toy Shop in World, Lubyanka Moscow 2016

Opened 100th Toy Shop in South Africa

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Hamleys Essence

“I remember going to Hamleys as a child”

Engaging Staff in engaging uniforms delivering fun Toys for children to play with everyday! Toy Demonstration Colourful store design with features that facilitate selling.

Bath Dem Table

Toys selected by Experts Fun in-store events Atmosphere and NOISE!

Hamleys Experience

Hamleys Brand Positioning and Messaging

Independent s Hypermarkets

Quality Specialist Mass Value

Supermarkets

MARKETING MESSAGE Fun, Experience, Magical, Interaction, The Finest Toy Shop in the World, Memories, Offers, Party MARKETING MESSAGE Single Brand Message MARKETING MESSAGE Discount, Save, Lowest price.

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23 Countries, 125 Stores & still growing…

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7

Click to edit Master title style Hamleys Own Operated & Franchise 2017 Year End

Mall/Street Stores

96

Hamleys World

6

Travel

15

Outlets

15

TOTAL

8

Department Stores

7

140

1 3 8 5 2 5 2 3 1 2 6 5 1 1 1 2 5 4 3 40 8 5 1 1 1 1 2 1

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Hamleys Global Presence - 2021

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2017 Germany Poland Kazakhstan Nigeria 2018 USA Japan

• S. Korea

Ukraine Sri Lanka 2019 Canada Iran Australia France Spain

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Hamleys UK & International Growth 2012-2021

50 38 30 12 10 10 7 150 300 102 76 57 37 25 15

2021 2017 2016 2015 2014 2013 2012

Hamleys Stores

Owned Operated Wholesale International Franchise

Total 22 Total 35 Total 47 Total 69 Total 106 Total 140 Total 500

Hamleys Global Visitors 2015-2020

125,000,000 100,000,000 82,500,000 60,000,000 47,740,000 37,050,000 2020 2019 2018 2017 2016 2015

Total Visitors

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Format History Highlights

1881

FLAGSHIP Regent Street

1990s 2000s

1ST TRAVEL STORES UK Airports

2008

1ST FRANCHISE STORES Amman

• Mecca Avenue

(Street)

• Dubai Mall

(Mall) 1ST UK REGIONAL Dundrum

2009

2ND UK REGIONAL Glasgow 3RD FRANCHISE MARKET Phoenix Mills (Outside Mall)

2010

4TH FRANCHISE MARKET Europesky

2012 2013

1ST NEW STYLE TRAVEL STORE Heathrow T5

2014

2ND FRANCHISE TRAVEL STORE Kuala Lumpur

2015

WORLD Lubianka 1ST NEW STYLE DEPARTMENT STORE Stockmann

2016

WORLD Prague

2017

1ST LIFESTYLE STORE Xuzhou

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The Format Scale

CONVENIENCE

Things to Buy

TRAVEL OUTLETS WEB DEPARTMENT STORES MALL OR STREET Small HAMLEYS WORLD Retail with Attractions LIFESTYLE STORES PLAY ROOM Attractions with Retail MALL OR STREET Large EXPERIENCE

Things to Do

Drilldown: TRAVEL – London Heathrow, Terminal 5

• Airports and Stations
• High Footfall
• Tourist/Business Travellers
• 75 – 150 sq. m.

Hamleys Travel Stores

• High sales productivity
• Customer types high in locations
• Business trip ‘guilt’ purchases
• Tourists
• Families travelling
• Tailored range (WIP)

But:

• Unit availability
• Airport operational set up
• Potential rent cost

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Drilldown: DEPARTMENT STORES – Stockmann, Helsinki

Hamleys Department Stores

• Best Department Stores
• Targeted catchment
• Size 75 to 1000 sq. m from Hamleys branded area with

limited staff cover to full format SIS store with staff

• 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
• Good concession rate critical

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Drilldown: OUTLET STORES – York, UK

Hamleys Outlet Stores

• Mall outlets
• 75 – 150 sq.m
• Value shopper / browsers
• High Sales Productivity
• Provides opportunity to clear excess stock
• Requires outlet scheme/s to develop
• Potential ”new” customer to Hamleys
• Customer type:
• Value shopper
• Browsers

But:

• Needs in market “outlet” villages / malls

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Drilldown: MALL & STREET STORES – Pune, India

• Local and Smaller

Catchment Malls

• High footfall secondary

and suburban areas

• Convenience Format
• Shorter dwell time
• Strong gifting Market
• Size: 250 – 400 sq. m.
• Key destination Malls or

Street Locations

• High footfall
• Longer dwell time
• Full experiential format
• Full product proposition

supported by brands

• Entertainments Team
• Size: 500 – 1200 sq. m

Smaller Format Stores Larger Format Stores

• Local catchment
• Local marketing key
• Good event possibilities

Critical issues:

• High enough footfall
• Good rent deal critical

Hamleys Mall Stores

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Drilldown: 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

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 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

Hamleys Customer

Consumer vs Shopper

Children vs Shoppers Children are consumers of the Hamleys proposition and initiate purchasing.

• 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
• <10% retired
• 40% visit with a child
• they want the best for their children, and they love our

unique experience and great customer service at Hamleys

• 60% come to Hamleys to buy a toy

Toys Selected by Experts – Branded & Hamleys Own Brand

Advertising / Digital

Hamleys Marketing Channels

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Word of Mouth / Social sharing / PR

Hamleys unique experiential marketing delivers valuable “word

• f mouth” brand awareness

Newsletters /Data targeting

Experiential Marketing

Experiential Marketing Events plays a key role in our in-store experiential

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. 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. Core activities form part of the experience we deliver daily.

• 1. Core Events
• 2. Complementary Events
• 3. Exceptional Events

• 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
• 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
• 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
• rganised by city
• Large scale mascot character meet and greet (very popular character)
• Bookable events e.g. birthday parties, Meet Father Christmas, milestone

celebrations, celebrity appearance

• 1. Core Events
• 2. Complementary Events
• 3. Exceptional Events

Experiential Marketing

Hamleys Toy Shops Openings 2015

Greenstone, Johannesburg Kuntsevo Plaza, Moscow Lubyanka, Moscow Marina Bay Sands, Singapore

Hamleys Toy Shops Openings 2016

Mall Of Qatar, Doha City Stars, Cairo Na Prikope, Prague Nanjing IFC, Nanjing

Hamleys Toy Shops Openings 2017

Rostokino, Moscow Sanpower Plaza, Xuzhou Bedford Caves, Johannesburg Galleria Polnocna,Warsaw

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Hamleys World – Prague, Czech Republic

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Hamleys Lifestyle Centre – Xuzhou, China

Syed Kazmi Head of International Business skazmi@hamleys.co.uk