Hamleys launches multi-brand immersive gaming space
Hamleys has launched what it says is London’s biggest multi-brand dedicated gaming space at its Regent Street store.
Open seven days a week, the 3,000 square foot area features 13 play zones that are available to play solo or in competition with expert Hamleys Gamer Pros.
The move marks a major new direction for the toy retailer.
Sumeet Yadav, chief executive of Hamleys, said: “It’s hugely exciting to be able to open a dedicated area to gaming within Hamleys and become a serious player in the category, bringing the ‘online’ in-store, and giving customers the innovation they come to Hamleys for.”
Situated on the lower ground floor of the store, the space will house the latest consoles, bestselling games and accessories from brands such as Xbox, Nintendo, Razer and more.
It also features interactive zones with a ‘Pit Stop’ Racing Area, Razer laptops and other state-of-the-art tech as it looks to showcase games such as ‘Forza Horizon 5’, ‘Fortnite’, ‘Gran Turismo 7’, ‘Rocket League’ and ‘Minecraft’. In addition, Hamleys gamers will be on hand to give tips and tricks on how to win points.
Yadav added: “Unveiling this space gives us the opportunity to deliver the very best in products, knowledge and experiences in the gaming sector. We look forward to taking this area from strength to strength, partnering with the best in the gaming industry and becoming the hottest launchpad for the next innovation in gaming.”
To launch the space, Hamleys hosted a special gaming night that was hosted by YouTuber and Twitch star, SunPi. Other celebrities and online stars in attendance included Connor Ball, Chet Sket (pictured), Danny Arrons, Mr Midas, Archie Hamilton, NerdFire and more.
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