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. Opened Largest Toy Opened 100th Toy Opens Largest Toy Opened First Received Hamleys Launches Received First Shop in World, Shop in the World on Franchise store Shop in South Second Royal Founded “Table Tennis” Royal Warrant Lubyanka Moscow Regent St. London in Jordan Africa Warrant 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 in engaging Bath Toys for children to uniforms play with everyday ! delivering fun Colourful store design with features that facilitate selling. Fun in-store events Toys selected by Atmosphere and NOISE! Toy Demonstration Experts
Hamleys Brand Positioning and Messaging Quality MARKETING MESSAGE Fun, Experience, Magical, Interaction, The Finest Toy Shop in the World, Memories, Offers, Party Independent s Mass Specialist Supermarkets Hypermarkets MARKETING MESSAGE Single Brand Message Value MARKETING MESSAGE Discount, Save, Lowest price.
23 Countries, 125 Stores & still growing… 6 6
Hamleys Own Operated & Franchise 2017 Year End Click to edit Master title style 2 3 6 2 5 2 5 8 1 1 5 3 1 1 5 2 1 2 4 3 40 8 1 1 1 5 1 1 Travel Hamleys World Outlets 6 15 8 140 Mall/Street Stores Department Stores 96 15 TOTAL 7 7
Hamleys Global Presence - 2021 2017 2019 2018 Germany Canada USA Iran Poland Japan Australia Kazakhstan S. Korea France Nigeria Ukraine Spain Sri Lanka 8 8
Hamleys UK & International Growth 2012-2021 Hamleys Stores 2012 7 15 Total 22 2013 10 25 Total 35 Owned Operated 2014 10 37 Total 47 Wholesale 2015 Total 69 12 57 International Franchise 2016 Total 106 30 76 2017 38 102 Total 140 2021 Total 500 50 150 300 9
Hamleys Global Visitors 2015-2020 2015 37,050,000 2016 47,740,000 Total Visitors 2017 60,000,000 2018 82,500,000 2019 100,000,000 2020 125,000,000
Format History Highlights 1 ST NEW STYLE 1ST 1ST UK 2ND UK 1ST NEW STYLE 1 ST LIFESTYLE TRAVEL REGIONAL DEPARTMENT STORE FLAGSHIP REGIONAL TRAVEL STORE STORE STORES Dundrum Stockmann Regent Street Glasgow Heathrow T5 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) 11
The Format Scale EXPERIENCE CONVENIENCE Things to Do Things to Buy TRAVEL DEPARTMENT MALL MALL LIFESTYLE STORES HAMLEYS WORLD OUTLETS STORES OR OR PLAY ROOM Retail with Attractions WEB STREET STREET Attractions with Retail Small Large 12
Drilldown: 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 • 13
Drilldown: 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 • Good concession rate critical • Targeted catchment • Size 75 to 1000 sq. m from Hamleys branded area with limited staff cover to full format SIS store with staff 14
Drilldown: 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: • Value shopper • Mall outlets • Browsers • 75 – 150 sq.m • Value shopper / browsers But: • Needs in market “outlet” villages / malls 15
Drilldown: 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 Street Locations Catchment Malls • Good rent deal critical • High footfall • High footfall secondary and suburban areas • Longer dwell time • Convenience Format • Full experiential format • Shorter dwell time • Full product proposition • Strong gifting Market supported by brands • Entertainments Team • Size: 250 – 400 sq. m. • Size: 500 – 1200 sq. m 16
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 • 17
Hamleys 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 <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
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 20
Experiential 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 appearance
Hamleys Toy Shops Openings 2015 Greenstone, Johannesburg Kuntsevo Plaza, Moscow Marina Bay Sands, Singapore Lubyanka, Moscow
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 Galleria Polnocna ,Warsaw Sanpower Plaza, Xuzhou
Hamleys World – Prague, Czech Republic 26
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