Hamley’s to sell in-store sleepovers

Iconic toy retailer Hamleys is to roll out overnight slumber parties in-store as it seeks to expand its operations and develop its events portfolio.

Previously, London’s most famous toy store offered slumber parties as competition prizes for charitable and fundraising events on an ad hoc basis. This activity will continue but, according to a Hamleys spokeswoman, the slumber parties will be rolled out as a product package aimed at high-end customers.

Recently appointed events and promotions manager Siobhan McCreesh, former Capital Radio head of events, will spearhead the launch of the service. She will also be responsible for marketing the store as a venue for corporate events and product launches.

“The brand lends itself to anything that is experiential,” says new marketing director Stella Hartley. She adds that the brand can leverage its status as a major tourist attraction. Hartley was appointed earlier this month as part of a marketing restructure.

The new team is tasked with increasing global awareness of the Hamleys brand as it prepares to open stores in the Middle East, China and India.

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