December 11, 2018
Although Toys R Us has returned as a pop-up store at Kroger for the holidays (and maybe longer), the retailer that used to rule the toy realm is just a shadow of its former self. And, without the industry leading Toys R Us megastores, nationwide, an $11 billion toy industry has been left with no dominant retail player in the sector, reported CNBC on December 10.
Companies like Target, Walmart, Amazon and Kohl’s are trying this holiday season to sell more toys to kids and their parents, but the verdict is still out on which company will best fill the void that Toys R Us left behind, the news outlet said.
But now—seeing a huge opportunity— one iconic, international toy retailer could soon make its first move into the States with a flagship location in New York, and plans for a wider rollout of stores to follow. British toy retailer Hamleys is close to finalizing a deal for roughly 30,000 square feet at 2 Herald Square in Manhattan, near Macy’s and Victoria’s Secret, a person familiar with those negotiations told CNBC, requesting anonymity because the talks are confidential. The store is expected to open in 2020, should the deal go through, said the source—cautioning talks are still ongoing between the tenant and landlord and nothing has been finalized.
According to CNBC, Hamleys has been around since 1760 when it opened its first location in England. Today, it has a flagship shop on tourist destination Regent Street in London, in addition to locations all across the Middle East, Asia and Africa. And in North America, Hamleys has three stores in Mexico.
In the United Kingdom, Hamleys’ stores are known to draw kids in for exciting experience, including the opportunity to play with life-size Lego figures. Often, employees dress up as fictional characters to entertain shoppers. This excitement in stores is what many people say the toy industry is now missing in the United States, CNBC reports. And shoppers prefer it to the online experience, where it is impossible to pick up a toy and look at it, or try it.
After an opening in New York, Hamleys would likely mote into other major markets such as Los Angeles, Chicago, and Miami to open store; and would consider moving into some of the more profitable malls in the country, said the person familiar with its plans.
Hamleys didn’t immediately respond to CNBC’s request for comment.
Research contact: @laurenthomasx3