Hamleys, the world’s finest toy shop, has unveiled a new beauty boutique concept “Hamleys Boutique: Be You” at its flagship Regent Street store in London designed to create a space where 4 to 14-year-olds can hang out with friends, dress up, be creative, feel inspired, explore and have fun.
Offering everything from hair accessories, child-friendly cosmetics and nail art to dress up and jewellery, the Hamleys Boutique on the iconic store’s 2nd floor is a response to Gen Alpha’s curiosity for ways to express themselves and develop their identity through play. For example, the new department offers the chance for youngsters inspired by pop fandom to immerse in the worldwide phenomenon of making, wearing and sharing customised bracelets; a trend that feeds their creativity and encourages them to nurture meaningful friendships with their peers.
Victoria Kay, Head of Buying at Hamleys, said: “Research shows that children as young as four years old possess a profound sense of self-awareness. In fact, unlike generations before them, over 90 percent value their individuality and authenticity, and feel it’s important to be totally themselves. Toys and products that allow them to explore their identity and bond with others through play are vital for the next generation.
