Christmas excitement comes early to Campania as Hamleys, the iconic toy store, launches its newest Italian location in the MaxiMall Pompeii retail complex near Naples. Opening on 14 December, this marks the fourth Hamleys store in Italy, following earlier launches in Rome, Milan, and Bergamo this summer.
The new store, spanning over 750 square metres on a single level, has been created in collaboration with Giochi Preziosi S.P.A., a leading name in Italy’s toy industry. It promises an immersive world of magic, fun, and theatre designed to captivate children of all ages. Visitors will be greeted by signature Hamleys characters, including Hamley and Hattie Bear, the toy soldier, and the circus ringmaster, as well as engaging entertainment like toy demonstrations, music, dancing, and bubbles.
Located within MaxiMall Pompeii, a sprawling 200,000-square-metre lifestyle and retail hub, the store is surrounded by 146 other shops, 35 dining outlets, a hotel, and leisure attractions such as a theatre, a movie theatre, and an outdoor amphitheatre. The shopping centre also features a 50,000-square-metre park with attractions like an innovative dancing fountain.
The Hamleys store will feature a wide range of toys from popular brands, including Build-a-Bear, Lego, Hello Kitty, Preziosi Pet, Arias dolls, and Very Bella, offering something for every child. The diverse selection ensures shoppers can find toys to suit all play categories and age groups.
Sumeet Yadav, CEO of Hamleys Global, shared his excitement about the opening, stating:
“We’re thrilled to see the timeless magic of the Hamleys experience so warmly embraced in our other Italian stores. This exciting new location, with its comprehensive lifestyle offering, perfectly reflects our commitment to creating unforgettable experiences for children and families around the world. Our collaboration with Giochi Preziosi (GP Group) continues to thrive and strengthen with each new milestone.”
Founded in 1760, Hamleys is one of the world’s oldest and most beloved toy retailers. Acquired by Reliance Brands Limited in 2019, the brand now operates 190 stores across 14 countries. Its flagship location on London’s Regent Street remains a must-visit destination for families.
Enrico Preziosi, founder of Giochi Preziosi Group, expressed pride in Hamleys’ Italian expansion:
“Our fourth Hamleys opening brings Giochi Preziosi even further satisfaction in the British brand’s retail expansion here in Italy and in a market where toys generate strong and deep engagement with Italian shoppers of all ages. We are excited to see how customers in Campania, who are always very enthusiastic, will respond to the addition of this iconic retail store in their neighbourhood. We are sure they, as well as the many tourists present in this area of high archaeological and historical value, will throw themselves into all the magic of Hamleys.”
The grand opening event at MaxiMall Pompeii will feature appearances by beloved children’s characters, a ribbon-cutting ceremony with Hamley Bear, and a traditional bell exchange to mark the occasion. The store is expected to become a key attraction for local families and tourists visiting the historically rich area near Mount Vesuvius and the archaeological site of Pompeii.
