Hamleys on Regent Street in central London is one of the world's oldest and largest toy shops. William Hamley founded the business in 1760, making it one of the longest-running toy retailers anywhere. Today, it spans seven themed floors that sit somewhere between shop and attraction. Millions of visitors come through the doors each year, many of them not to buy but simply to look, play and watch the demos.
The store carries tens of thousands of products across every age group, from traditional wooden toys to the latest trending collectables. You'll find dedicated zones for Harry Potter, LEGO, Jellycat plush, Paddington Bear and Pop Mart figures including the ever-popular Labubu. The nearest Underground station is Oxford Circus, only a couple of minutes away on foot.
What sets Hamleys apart from an ordinary toy shop is the active way the products are demonstrated. Staff move around the floor, showing off toys, inviting children to try them and turning a quick errand into a proper family outing.
The history of Hamleys
Hamleys was originally founded as Noah's Ark on High Holborn and moved to Regent Street in 1881, where it has remained ever since. It became known for the breadth and quality of its toy selection very early on, and went on to hold royal warrants from the British royal family.
The building was badly damaged during the Blitz in the Second World War, but was rebuilt and reopened. Today, Hamleys is owned by Reliance Industries, and its long heritage is still clearly visible on the shop floor, where traditional toys are given real prominence alongside modern brands.
What's inside Hamleys — floor by floor
Hamleys is laid out across seven floors, each with its own theme. The most popular brands have their own branded areas, and staff run demonstrations throughout the day. The demos range from simple toys to more technical products such as remote-control cars and drones. This is why most visitors treat Hamleys as a destination rather than a quick shopping stop. In addition to product demos, the personnel sometimes does a dance routine at the shop entrance.
Lower ground floor — Harry Potter, Star Wars and collectables
The lower ground floor is one of the busiest parts of the store and focuses on well-known franchises. The Harry Potter section sells wands, costumes and themed merchandise, and you can also spot a LEGO Hagrid on display. The same floor stocks Star Wars merchandise, including lightsabers and action figures.
This is also the home of collectable figures, including Pop Mart's character series. Labubu is one of the best-known. Pop Mart was founded in Beijing in 2010 by Wang Ning and works with designers and artists around the world to produce collectable figures based on their characters. Labubu belongs to The Monsters series, designed by the Hong Kong artist Kasing Lung.
Ground floor — plush toys and classics
The entrance level is given over to plush toys, which are the first thing visitors see as they step inside. Expect Paddington Bear, traditional teddies and other characters closely associated with British toy culture.
This floor also stocks Jellycat, the London-born plush brand that has become hugely popular with kids and collectors alike, alongside other well-known names such as Steiff, Ty, Gund and Aurora World.
First floor — toys for younger children
The first floor is aimed at younger children. You'll find BRIO wooden trains, Playmobil building sets and other products focused on learning and early development. This floor is generally calmer than the ones below it and is a good stop for families with toddlers and preschoolers.
Second floor — dolls and Disney
The second floor is dedicated to dolls and doll houses. Barbie and a wide range of Disney characters from different films are the headline acts. The focus here is role-play, and because the products tie into familiar characters and film worlds, this floor is particularly approachable for younger visitors.
Third floor — games and crafts
The third floor houses board games and creative activities. Look for Ravensburger puzzles and games, plus a Build-A-Bear Workshop where children can assemble their own plush toy from scratch. Many of the games are designed for multiple players, which makes this floor popular with families, and the craft sections offer a welcome break from screens.
Upper floors — LEGO, action figures and vehicles
The upper floors concentrate on action-led toys. The LEGO department is one of the most photographed in the store, with large displays and themed builds. You'll also find Marvel figures, Scalextric slot-car tracks and characters such as Pikachu. These floors lean into action toys and collectables.
Christmas and events at Hamleys
Christmas is Hamleys' busiest season. The store is well known for its elaborate window displays and seasonal decorations, and it runs Santa's Grotto visits during the festive period.
Throughout the year, staff run product demonstrations on the shop floor, showing how new toys work and introducing the latest launches. The programme changes with the season.
Practical tips for your visit
Hamleys is busiest on weekends and during school holidays. The quietest time to visit is on a weekday morning, especially soon after opening.
The store is step-free and pushchair-friendly across most floors. Staff are on the shop floor throughout the day and are happy to demonstrate toys, so don't be shy about asking.
