Toy market news

London’s iconic Hamleys makes major play for video gaming market with new department launch

The iconic London toy store and toy retail brand, Hamleys is making a major new play for the video gaming market with the opening of a new state-of-the-art console, PC and gaming accessories department in its Regent Street location.

The new 1,326 square foot gaming space is situated within the Lower Ground Floor of the seven floor London flagship store and features leading consoles, from PS4 and PS5 to Xbox One and XS, Nintendo Switch, and a wide range of PC games and accessories.

As well as signifying a dramatic shift in audience for the London retailer, the department also now becomes the largest gaming retail site on London’s Soho area and features the latest top ranked games and best-sellers across the gaming platforms, spanning titles from publishers including EA, Capcom, and Activision, as well as Nintendo, Ubisoft, Rockstar Games, and Bandai Namco.

Accessories brands in the new gaming offer include XRocker, Turtle Beach, Anda Seat, Power A, Nacon and Hori and feature everything from keyboards and mouse pads to a wide range of gaming chairs, controllers, arcade sticks and headsets.

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