Hamleys, the world-renowned toy shop, has introduced an exciting new concept, “Hamleys Boutique: Be You,” at its flagship Regent Street store in London. This innovative beauty boutique is designed specifically for children aged 4 to 14, offering them a vibrant space to hang out with friends, dress up, get creative, and explore their identities through play. Located on the iconic store’s 2nd floor, the boutique is a response to the growing curiosity of Gen Alpha for self-expression and the development of their identity.
The Hamleys Boutique offers a wide range of products, including hair accessories, child-friendly cosmetics, nail art, dress-up costumes, and jewellery. One of the highlights is the opportunity for young visitors to engage in the popular trend of creating and sharing customised bracelets, a phenomenon that not only sparks creativity but also encourages the formation of meaningful friendships.
Photo by Dave Benett
Victoria Kay, Head of Buying at Hamleys, commented on the importance of the boutique: “Research shows that children as young as four years old possess a profound sense of self-awareness. In fact, unlike generations before them, over 90 percent value their individuality and authenticity, and feel it’s important to be totally themselves. Toys and products that allow them to explore their identity and bond with others through play are vital for the next generation.
“Young children today are also hugely socially aware. They love to shop together with friends; sharing ideas, creative expression and developing their own evolving sense of style is a meaningful social activity,” she added.
The Hamleys Boutique officially opened on Thursday, 15th August at 10 am, with a variety of engaging activities throughout the day. Young visitors joined in the celebrations, which included charm engraving, friendship bracelet making, hair styling, and dress-up activities, providing an interactive and fun-filled experience for all.
The boutique features leading products such as Charm It! Charms and Milabella Charms, which allow children to design unique jewellery pieces to wear and share with friends. Other notable brands include Great Pretenders, Hello Kitty, and Heroes, which offer imaginative costumes that take dress-up play to new heights. Additionally, children can experiment with cosmetics designed specifically for them, featuring brands like Martinelia, Miss Nella, Marwins, Yummiland, and TOPModel.
