RETAIL
NEWS Hamleys heads to city centre Edinburgh St James Quarter, the recently opened city centre retail destination in Edinburgh, has announced the signing of Hamleys. Set to open in the coming weeks, the toy giant will take 2,475sq ft in the Scottish capital’s 1.7 million sq ft mixed-use development being delivered by Nuveen Real Estate, which includes 850,000sq ft of retail space and is also home to John Lewis. Chris Pyne, director of retail at Nuveen Real Estate, commented: “The Hamleys brand has been a staple of the British shopping scene for over 260 years, and we are thrilled to add it to our line-up. Hamleys will further diversify the great mix of international brands and popular local names at St James Quarter as we seek to build further on our exceptional shopping offer.” Mr. Sumeet Yadav, chief executive officer - global retail business of Reliance Brands, added: “We are delighted to open at St James Quarter. Every year more than 10 million families visit us across the world for a unique Hamleys experience. I’m sure children will build lasting memories of fun and joy while adults will relive memories of their childhood at Hamleys in Edinburgh.”
Pokémon pops up in Harrods The Pokémon Company International is ‘taking over’ London department store Harrods’ toy floor this month to celebrate its 25th anniversary. Pokémon fans can experience a variety of activities in the branded area in the toy department, featuring digital screens and displays themed with 24 first partner Pokémon from all eight Pokémon regions, along with Pikachu. The month-long pop-up features a wide range of Pokémon product across toys, the Pokémon Trading Card Game (TCG), stationery and accessories. The pop-up continues the collaboration between Pokémon and Harrods following two previous and hugely popular month-long promotions at the store: in May 2019 for the launch of the live-action movie POKÉMON Detective Pikachu, and in February 2020 for the launch of the video games Pokémon Sword and Pokémon Shield, which became the fastest-selling Nintendo Switch titles ever.
Online searches soar for fun in the sun
Epoch contest for indies Epoch making toys launched a Sylvanian Families ‘staycation’ window competition for its independent retailers throughout July. The supplier provided stores with a full POS pack including 3D Cubes and hanging banners to create fun and uplifting staycation-themed store windows. Pictures of the windows were then posted to Instagram tagging @sylvanianfamilies_uk and using the hashtag #SylvanianStaycation for the chance to win a prize, including the new Sylvanian Families Picnic Van and Cosy Cottage Starter Home. Epoch marketing manager Suzie Howes said: “Lockdown restrictions may have eased, but consumers are shopping local more than ever before; it’s important we support our retailers in new and exciting ways to encourage customers back through their doors.”
AUGUST 2021
Searches on Amazon UK for sports and outdoor equipment are up significantly this summer compared with a year ago, suggesting Brits are embracing the heatwave and gearing up for a season of ‘staycation’ activities. Research from global ecommerce analytics firm Profitero shows that searches for outdoor toys, sand pits and slip n slides are up 71%, 68% and 32% respectively, while pogo sticks have jumped 123%. Profitero managing director EMEA & APAC Mark Wilkinson said: “The prevailing thinking until recently was that consumers would have stocked up on summer outdoor items last year, but our findings suggest otherwise. Faced with international travel restrictions, rising Covid infections and a domestic heatwave, we’re seeing UK shoppers hungry for staycation products and equipment. We may be in the second summer of restrictions, but the data points towards a lot of new purchasing happening.”
The Entertainer teams up with Mattel for gaming fun With families opting to stay at home or staycationing this summer, The Entertainer is partnering with Mattel on a boredom busting campaign to keep customers entertained. The initiative taps into the ‘summer of sport’ theme and encourages the ‘athletes’ in each family or friendship group to battle it out over the likes of Uno, Scrabble and Pictionary. It supports the full roster of Mattel games. A promotion is also running where customers can spend £20 or more on selected items to receive a free Uno Minions. The Entertainer will be engaging with customers in-store and online at TheToyShop.com and via its social channels. The toy chain and Mattel have also recruited a team of influencers who will be challenging their loved ones to get involved. Additional collateral includes activity sheets for groups to host games nights on The Entertainer’s Boredom Busting Hub and exclusive content gearing customers up for a competitive summer. The Entertainer licensing manager Mary Lewis said: “This campaign has been really fun to work on as we collaborated with the Mattel team to identify this summer as the perfect time to make athletes of us all. The past 18 months has reminded us of the importance of enjoying time with family and friends and this campaign celebrates this, as we embrace the easing of restrictions and look forward to a summer together.” 11
