The iconic toy retailer, which is owned by Baugur, has opened the 20,000sq ft, three-floor shop in the capital Amman on Mecca Street with franchise partner Jordan Centre.
The move marks the latest step in the expansion of Hamleys in the UK and abroad. In August, the retailer will open a 32,000sq ft store in Dubai in the Dubai Mall, followed by a standalone store in Dundrum Town Centre in Dublin in October. Aside from Hamleys’ iconic Regent Street store, this will be its first standalone store in Europe. Hamleys has opened a number of concessions in House of Fraser stores.
The Hamleys store in Jordan will sell the retailer’s range of own-brand products alongside its more traditional and quirky brands. It will feature its world-renowned toy demonstrators and magicians, a Fun2learn pre-school children’s area, a life-sized doll’s house, a rally dome, a soft animal area and a café.
Chief executive Gudjon Reynisson said: “Mecca Street is a great location and we are sure our Jordanian customers will love the magical and exciting elements of Hamleys, which guarantees the best of past, present and future for all children, both young and old.”