Harry Hits Hamleys – London Store Opens “Potter”-Themed Floor

Hamleys in London is a pretty magical place on any day. The world-famous store covers seven floors, and at 258 years old, it is the oldest toy shop in the world. However, it just got more spellbinding with the unveiling of a Harry Potter-themed floor stuffed with magical merchandise. MuggleNet took a look around.

Descending the stairs opposite the Hamleys main doors, you find yourself surrounded by shelves stacked high with wizarding world-inspired games, costumes, and collectibles as music from the Harry Potter and Fantastic Beasts films fills the space. In addition to enjoying this Potter retail paradise, customers can take advantage of photo opportunities with cardboard cutouts and LEGO figurines of characters, including a life-size LEGO Hagrid!

From board games to broomsticks, hats to hippogriffs, there’s something for everyone. This includes the oft-forgotten Hufflepuffs and Ravenclaws, who will take heart from the following taken from the Hamleys website: “The four [H]ouses of Hogwarts – yes, four! It’s not all about Gryffindor and Slytherin you know…” Among the toys and memorabilia, there are the trusty classics like House scarves but also brand-new items such as the Harry Potter “Barbies,” which were only announced at the end of last month.

As is the Hamleys custom, there will be interactive product demonstrations happening on the floor every day, as well as a fun schedule of daily Potter-themed events (see the toggle below for more details). Future customers should also look out for daily competitions to win Harry Potter toy bundles on the store’s Instagram.



All that and there’s still more to come! Among other things, August will see LEGO sets added to the floor. Could this be connected to the rumored new Hogwarts Castle set?

Potterheads heading to Hamleys should also be sure to check out the Noble Collection section on the fourth floor for its beautiful film replicas.

Hamleys is, of course, no stranger to Harry Potter merchandise. In November 2001, its then chairman Simon Burke was asked to name top sellers:

It’s Harry Potter, Harry Potter and Harry Potter – in that order.

That the same can still be said about this new floor, 17 years later, is a testament to our enduring love for the wizarding world.

Daily Events
10:00 a.m. Mon-Fri, 9:30 a.m. Sat, & 12:00 Sun - "Opening Ceremony"
1:00 p.m. & 3:00 p.m. Every day - "Meet Wizard Hamley or Hattie Bear"
11:00 a.m. 12:30 p.m., 1:30 p.m., & 3:30 p.m. Every day - "Sorting Ceremony"
11:30 a.m., 2:30 p.m., 4:30 p.m., & 6:00 p.m. Every day - "Wand Demonstration"
12:00 p.m., 2:00pm, 4:00pm, & 5:30 p.m. Every day - "Quidditch Training"
5:00 p.m. Every day - "Owlbert's Lost Letter - Puppet Show"
Press Release


Hamleys, the world’s oldest and most-loved toy shop, has partnered with Warner Bros Consumer Products to bring the Wizarding World to its famous, Regent Street store.

The fantastic new Harry Potter inspired environment promises to bring all the magic of the Wizarding World to the historic London landmark. Customers will be welcomed into the newly refurbished 3000+sq2 area, in Hamleys’ lower ground floor by Hamleys in-store Experience Team.

Hamleys’ world-renowned toy demonstrators will bring to life wands, brooms, sorting hats, costumes, flying golden snitches and much more. With a daily schedule of interactive product demonstrations, competitions, meet and greets with Hamleys Bear in his house scarf and Hamleys iconic mix of fun, magic and theatre, Harry Potter at Hamleys is a must see during the summer holidays.

Award-winning British toy and pop-culture inventor team at Wow! Stuff will be demonstrating in-store every day along with the Hamleys team. You can treat yourself to some new collectible dolls from Mattel, modeled after characters in Harry Potter. Noble’s Harry Potter Collection will be joining in the magic from mid-August with even more merchandise and gifts, including a fantastic range of wands, keychains, prop replicas, plushes, jewellery, sculptures and more. Then from August, you can also build your own LEGO Wizarding World.

Customers can also be in with the chance of winning daily Harry Potter toy bundles by posting pics online with hashtag #HarryPotteratHamleys. Visit @HamleysOfficial on Instagram to join in the fun.

Ralph Cunningham, Hamleys Group CEO, said: “We are delighted to be collaborating with one of the world’s most recognised brands to bring the magic of Harry Potter to our world-famous London toy shop. We have an incredible assortment of Harry Potter merchandise, coupled with our unique retail proposition of delivering world class, engaging product demonstration. It will make Hamleys a destination for Harry Potter fans from all over the world. The love for both brands stretches over generations and we are positive that this new addition will bring smiles to the faces of children and families who visit our Regent St flagship store.”

Rachel Wakley, General Manager, Warner Bros Consumer Products, added, “We couldn’t be happier to be partnering with Hamleys. Their experience of bringing toys to life for customers is second to none, and being able to offer our fans a great range of products, within such an engaging shopping environment is really exciting. “

The main entrance for the Harry Potter is on the ground floor as soon as you walk in the main entrance to the store.

Jennifer C.

Harry Potter and the Philosopher’s Stone was the first film I watched in a cinema and was my introduction to everything Potter. This was swiftly followed by starting the books, which I grew up reading. I’m a proud Hufflepuff and an almost stereotypical Brit from near London (amortentia would definitely smell like tea to me).