Toy store chain Hamleys has appointed Digby & Co to handle its &£1.2m marketing communications business. It will work on product development and event campaigns and will also handle brand work in the future.
Hamleys, owned by Icelandic retail group Baugur, is examining its brand to assess how to extend its reach beyond its flagship store in London. Digby & Co’s first work will feature press ads and in-store material for a major summer promotion called Pirates at Hamleys.
The initiative is also being promoted through a tie-up with Magic FM. The radio station will feature an on-air competition to win a “pirate brunch” at the store, as well as vouchers. Digby & Co is also set to develop Halloween and Christmas campaigns for Hamleys.
Hamleys chief executive Nick Mather says: “We are embarking on a revitalisation of the brand both online and offline. The agency can help us make that move through its significant retail experience.”
Digby & Co, which was set up by Jenny Digby, a former business director at the defunct Abbott Mead Vickers-owned Minerva last year, has also worked with Halfords and Douwe Egberts.