Hamleys has launched a 1170 square metre store at The Avenues mall in Kuwait, a lifestyle destination spread across over 1.3 million square meters which features more than 1,000 stores across 12 themed districts, making it the perfect stage for Hamleys to enchant a brand-new audience.
This milestone opening marks Hamleys’ debut in Kuwait and its 9th store in the GCC, reinforcing the brand’s continued expansion across the region following its strong presence in the UAE and Qatar. The launch further strengthens Hamleys’ strategic partnership with the Middle East Retail Group—its franchise partner in the region and a leading retail conglomerate known for bringing iconic global brands to the Middle Eastern market.
With its signature Hamleys theatre, live demos, and high-energy entertainment, the store promises to bring its quintessential vibrant red-and-white world where imagination, play, and wonder come to life. Designed to delight children of all ages, it offers immersive experience zones that redefine traditional toy shopping. Visitors will be greeted by Hamleys characters, including Hamley and Hattie Bear, the toy soldier, circus ringmaster, and rag doll, sparking joy and fuelling creativity at every turn.
The store houses 10,000 toys of 100 plus brand including LEGO, Barbie, Hot Wheels, Marvel, Build-a-Bear, Bandai, and Candylicious. Exciting additions like Ralleyz, Hamleys’ own high-energy RC racetrack, and The Boutique, where kids can explore cosmetics, get their nails done, and create their own accessories, offer unique experiences for young visitors.
Sumeet Yadav, CEO of Hamleys Global, said “We’ve been eager to open in Kuwait for quite some time, and The Avenues marks a significant and exciting moment in our journey to spread joy and wonder across the region”.
Founded in 1760 by William Hamley, Hamleys was acquired in 2019 by Reliance Brands Limited (RBL), a subsidiary of Reliance Retail Ventures Limited (RRVL) — the retail arm of Reliance Industries Limited (RIL), one of India’s largest and most diversified conglomerates. Hamleys, with 187 stores across 13 countries, remains rooted in its iconic Regent Street flagship — a legendary destination that continues to be one of the most visited spots in the UK.
The opening day in Kuwait was marked by high-energy celebrations, including a vibrant parade through the mall, a traditional bell-ringing ceremony to officially open the doors, and lively appearances by beloved children’s characters and heroes.
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