Hamleys is offering a 20 per cent discount for early-bird and late night shoppers to counter what it calls the “Westfield effect” on its footfall.

The offer began this week as the toy retailer said that the opening of the Westfield London shopping centre has reduced footfall midweek after 6pm and before 10am. Hamleys said this has particularly affected shoppers who live and work in London and shop before or after work hours.

Hamleys chief operating officer Paul Currie said the combination of novelty and “indoor environment” has continued to draw shoppers to Westfield London.

The offer only applies to toys and will not be rolled out to its concessions. The promotion has been advertised on the radio and in a free London newspaper.