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Interview

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The Power of Play in Modern Retail: Lessons from a Hamleys

📍London, UK

In a world where one-click convenience reigns supreme, some brands have managed to maintain their magic by focusing on what truly sets them apart—experiential retail. For over two centuries, one global toy retailer has become a master at transforming retail spaces into playgrounds of wonder and imagination. With seven floors of interactive experiences in its flagship London store, this brand has proven that the physical world still holds a unique power to capture hearts, spark nostalgia, and build lifelong customer loyalty.

One of the key secrets to their success lies in creating environments where shoppers become players. This approach transcends age, turning even the most skeptical adult into a wide-eyed kid again. It’s about crafting spaces where customers can engage, touch, play, and feel the magic—something a screen simply cannot replicate. Whether it’s through live product demonstrations, immersive themed zones, or dedicated play areas, the focus is always on creating memories that outlast any transaction.

Scaling this kind of magic globally, however, is no small feat. It requires a deep understanding of local culture and the ability to balance global brand consistency with regional nuances. In some markets, for example, soft-play areas and family-oriented zones are essential, while in others, heritage and tradition play a larger role. This flexibility, combined with a commitment to innovation, allows the brand to resonate with a wide range of audiences across 17 markets and 200 stores.

Finally, the brand’s approach to innovation is a key differentiator. It embraces the idea that not every experiment will succeed, but each attempt brings valuable lessons. By fostering a culture of safe-to-fail prototyping and rapid iteration, the brand continually evolves to meet changing customer expectations while staying true to its legacy of joy and play. This mindset, paired with a commitment to delivering world-class customer experiences, ensures that the brand will remain relevant for another 265 years—and beyond.

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Retail Intelligence in Action

Beyond the hype: How AI fuels speed, insight, and story-doing

AI is becoming a catalyst for speed, sharper insight, and what they call story doing. The focus is not on more dashboards or bigger decks, it is on momentum, creative confidence, and choices that move the numbers.

AI is becoming a catalyst for speed, sharper insight, and what they call story doing. The focus is not on more dashboards or bigger decks, it is on momentum, creative confidence, and choices that move the numbers.

Retail Intelligence in Action

AI is becoming a catalyst for speed, sharper insight, and what they call story doing. The focus is not on more dashboards or bigger decks, it is on momentum, creative confidence, and choices that move the numbers.

Beyond the hype: How AI fuels speed, insight, and story-doing

AI is becoming a catalyst for speed, sharper insight, and what they call story doing. The focus is not on more dashboards or bigger decks, it is on momentum, creative confidence, and choices that move the numbers.

Trends

Build-A-Bear’s 1,900% Run: Experience and Digital That Convert

The secret is not a single product or promotion. It is an experience-first model where guests co-create a plush friend, name it, dress it, and leave with a memory that feels personal and worth sharing.

The secret is not a single product or promotion. It is an experience-first model where guests co-create a plush friend, name it, dress it, and leave with a memory that feels personal and worth sharing.

Trends

The secret is not a single product or promotion. It is an experience-first model where guests co-create a plush friend, name it, dress it, and leave with a memory that feels personal and worth sharing.

Build-A-Bear’s 1,900% Run: Experience and Digital That Convert

The secret is not a single product or promotion. It is an experience-first model where guests co-create a plush friend, name it, dress it, and leave with a memory that feels personal and worth sharing.

Retail Intelligence in Action

Trust, ethics, and identity: How to stay authentic in the age of AI

Campaigns win when the story is ownable by the brand and relevant to culture. The loop is simple but difficult to execute: authenticity builds trust, and trust builds loyalty.

Campaigns win when the story is ownable by the brand and relevant to culture. The loop is simple but difficult to execute: authenticity builds trust, and trust builds loyalty.

Retail Intelligence in Action

Campaigns win when the story is ownable by the brand and relevant to culture. The loop is simple but difficult to execute: authenticity builds trust, and trust builds loyalty.

Trust, ethics, and identity: How to stay authentic in the age of AI

Campaigns win when the story is ownable by the brand and relevant to culture. The loop is simple but difficult to execute: authenticity builds trust, and trust builds loyalty.

Interview

The Power of Premium Positioning: Illy Caffè’s Formula for Growth

Under the leadership of Cristian Arcangeli, Vice President of Marketing, Commercial Strategy and Digital, Illy has managed to stay true to its heritage while achieving remarkable growth in new markets.

Under the leadership of Cristian Arcangeli, Vice President of Marketing, Commercial Strategy and Digital, Illy has managed to stay true to its heritage while achieving remarkable growth in new markets.

Interview

Under the leadership of Cristian Arcangeli, Vice President of Marketing, Commercial Strategy and Digital, Illy has managed to stay true to its heritage while achieving remarkable growth in new markets.

The Power of Premium Positioning: Illy Caffè’s Formula for Growth

Under the leadership of Cristian Arcangeli, Vice President of Marketing, Commercial Strategy and Digital, Illy has managed to stay true to its heritage while achieving remarkable growth in new markets.

Retail Intelligence in Action

Unchartered territory: Finding your direction in implementing AI

Artificial intelligence has quickly moved from theory to practice in retail, yet many brands are still navigating how to integrate it in ways that deliver true value.

Artificial intelligence has quickly moved from theory to practice in retail, yet many brands are still navigating how to integrate it in ways that deliver true value.

Retail Intelligence in Action

Artificial intelligence has quickly moved from theory to practice in retail, yet many brands are still navigating how to integrate it in ways that deliver true value.

Unchartered territory: Finding your direction in implementing AI

Artificial intelligence has quickly moved from theory to practice in retail, yet many brands are still navigating how to integrate it in ways that deliver true value.

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