Hamleys: Crafting the global voice of a British institution.

Hamleys was established in London in 1760, and is the largest toy shop in the world. A British institution loved the world over, Hamleys has recently embarked on a programme of global expansion following a series of acquisitions by international retailers.

Having opened stores as far afield as Moscow, Abu Dhabi and Mexico City, Hamleys witnessed an increasing need to unify its tone of voice and re-focus its marketing strategy. We were briefed to devise a set of marketing guidelines which would deliver engaging communications through a cohesive approach, across all markets.

To inform Hamley’s tone of voice, we crystallised its brand essence through a retelling of its heritage and dissected this into distinct values which would underpin attributes of a well-rounded personality, and built aspects of its tonality from these. Out of this framework, we devised a series of best practise examples and packaged them into a comprehensive set of guidelines for each market to deploy with a local twist.

During a rich and magical history which dates back over 250 years, the Hamleys brand has come to be recognised as the finest toy shop in the world.

We’re writing a new chapter of Hamleys' history by bringing this magical experience to children and families across the world.