Hamleys: Regent Street’s toy wonderland

Hamleys was the creation of a Cornish man named William Hamley. In 1760, he opened a toy shop in Holborn called Noah’s Ark. It became a London landmark. Business continued to thrive in the 19th century under the stewardship of his grandsons. In 1881, Hamleys opened another store on 200 Regent Street. The original Noah’s Ark burned down in 1901.

Hamleys struggled during the worldwide economic downturn of the 1920s. It closed briefly in 1931, but was bought and reopened by toy manufacturer Walter Lines the same year. The shop was bombed five times in the Second World War. Still, it continued to trade. Staff wore tin hats and served customers at the shop entrance.

From William Hamley’s beginnings stocking tin soldiers, wooden horses and rag dolls, the selection at Hamleys today seems endless. There are dolls, teddy bears, board games, action figures, books, LEGO, drones… a toy for all tastes, despite its somewhat expensive reputation. This doll of American child film star Shirley Temple was bought from Hamleys in 1940.

Over the years, Hamleys has become established as a famous London landmark and huge tourist attraction. It’s also got the royal seal of approval, having been awarded royal warrants by Queen Mary in 1938 and Queen Elizabeth II in 1955. Elizabeth played with Hamleys toys as a child and stocked her own children’s playrooms likewise.

It’s the most wonderful time of the year, so they say. But if you work at Hamleys, you’re right in the thick of Christmas chaos. The shop, predictably, sees an increase in footfall over the festival period. Londoners and tourists from around the world flock there to marvel at the window displays, visit Santa’s Grotto and pick out gifts.

Although many are unable to afford to buy Christmas presents from Hamleys, the store welcomes all visitors through its doors, including those just browsing. For many families, going “up west” to see the Christmas lights and visit Hamleys is still a well-established London tradition.

The company has passed through several owners, being bought by India-based Reliance Industries in 2019. It's a globally recognised brand with shops dotted across the world. But the Regent Street store remains its crown jewel. Even the uber famous like Michael Jackson and Britney Spears have popped in over the years.