London’s famous toy shop Hamleys has launched a new gaming space targeting the esports and gamer demographic.
The new purpose-built area, located on lower ground floor at Hamleys Regent Street London, promises to house ‘the very best in gaming’ including the latest consoles, games and accessories from brands including Xbox, Nintendo, Razer and more.
The 3,000sq ft space features 13 different play zones, LED lighting, interactive areas, a ‘Pit Stop’ Racing Area and a ‘Streaming Pod’ where budding streamers can get some content on the go.
Hamleys Gamers are also around every day giving their tips and tricks for customers on how to ‘win points, level up and become a gaming champion’.
The shop had a launch night yesterday, hosted by influencer SunPi (pictured above), with guests able to grab PS5 and Xbox Series X and S consoles. SunPi is the UK-based YouTuber who destroyed Soulja Boy on Twitter last year after the artist’s rude response to damning reviews of his games console.
The launch night also featured a DJ, live entertainment and guests such as Syndicate and Archie Hamilton, showing racers how it’s done with his fast Forza lap times, alongside Williams Esports test drivers.
Other guests included the likes of Chet Sket, LDN UTD co-owner Connor Ball, Daisy Drew, Danny Arrons, Mr Midas, NerdFire, Knightenator and Ricki Rayment.
Guests were given the opportunity to take coaching tips from the Hamleys gaming pros, race against Archie and see Fortnite players scoring big.
“It’s hugely exciting to be able to open a dedicated area to gaming within Hamleys and become a serious player in the category, bringing the ‘online’ in-store, and giving customers the innovation they come to Hamleys for.”
Sumeet Yadav, Hamleys
Sumeet Yadav, CEO of Hamleys, commented: “It’s hugely exciting to be able to open a dedicated area to gaming within Hamleys and become a serious player in the category, bringing the ‘online’ in-store, and giving customers the innovation they come to Hamleys for.
“Unveiling this space gives us the opportunity to deliver the very best in products, knowledge and experiences in the gaming sector. We look forward to taking this area from strength to strength, partnering with the best in the gaming industry and becoming the hottest launchpad for the next innovation in gaming.”
In a similar development, Guild Esports and Samsung launched a pop-up experience at Selfridges London late last year, featuring streamers Nihachu and Harrie.
Dom is an award-winning writer and finalist of the Esports Journalist of the Year 2023 award. He graduated from Bournemouth University with a 2:1 degree in Multi-Media Journalism in 2007.
As a long-time gamer having first picked up the NES controller in the late ’80s, he has written for a range of publications including GamesTM, Nintendo Official Magazine, industry publication MCV and others. He worked as head of content for the British Esports Federation up until February 2021, when he stepped back to work full-time on Esports News UK and offer esports consultancy and freelance services. Note: Dom still produces the British Esports newsletter on a freelance basis, so our coverage of British Esports is always kept simple – usually just covering the occasional press release – because of this conflict of interest.
