Established as Europe's largest toy store, it's fitting that Hamleys toy shop in Moscow is set up like an expansive theme park. Part amusement park and part retail space, the store spans 75,000 square feet in Moscow's Lubyanka Square.
Described as an "interactive world," this retail space is meant to provide families with entertainment and discovery. The store design features nine different worlds to explore, including LEGO World, Magic Kingdom, Motor City, Imagination, Enchanted Forest, Metropolis, Park, Safari and Space. Inside these spaces kids will find full-scale replicas of the Star Wars' Millennium Falcon, castles and LEGO rockets made with 1.9 million toy bricks. As well as selling entertaining things to take home, the store is a source of amusement in itself.
Since Toys R Us is set to close or downsize its gigantic Times Square location, this could very well mean that this Russian Hamleys store will take on the title of the largest toy store in the world.
Photo Credit: Bloomberg
Key Themes Behind This Trend
- Interactive Toy Shopping
- Creating a retail space that provides entertainment and discovery for families.
- Themed Toy Stores
- Designing toy stores as immersive experiences, resembling amusement parks.
- Toy Store Experiences
- Offering more than just products for sale, but also a source of amusement and entertainment.
Where This Applies
- Retail
- Innovating the way toy stores are designed and creating interactive retail experiences.
- Entertainment
- Combining retail and amusement park elements to create engaging experiences for families.
- Toys & Games
- Reimagining traditional toy stores by incorporating interactive attractions and themed environments.
