Hamleys
Worlds of play

Work Type

Kids care more about characters than they do about brands.

That's why, at Hamleys World in Moscow, kids' favourite characters are grouped together in a series of richly immersive, gender-neutral environments spread over 7,500 square metres rather than in discrete, brand- or character-specific zones.

Hamleys Worlds of Play: Moscow

metrics

2 milion

visitors in first 2 weeks

175%

Revenues 175% above target

Most visited

store in Moscow in 2015

The project was as complex as it was large. We needed to consider consumer demographics in Moscow, the architectural heritage of this famous building and the needs of toy giants like Mattel, Hasbro and Star Wars - all whilst staying true to the world-famous Hamleys brand.