Hamleys continues with third Italian store in 12 months

Hot on the heels of successful openings in Milan and Rome, Hamleys, the world’s finest toy store continues to drive its Italian expansion with the opening of its first shopping centre location in Bergamo’s Oriocenter.

The new store, opened in partnership with GIOCHI PREZIOSI S.P.A., Italy’s toy manufacturer and distributor, spans 1,150 sqm and offers Hamley’s famed red and white world of immersive fun, magic, and theatre to capture the imaginations of children of all ages.

The Oriocenter is a key shopping destination for the eastern area of Lombardy and with its proximity to Orio al Serio, Lombardy’s third-largest airport, it also attracts a substantial number of international tourists who typically consider Hamleys stores a must-visit retail experience.

In the vibrant new Bergamo store, customers are welcomed by the iconic Hamley and Hattie bear, alongside classic Hamleys features such as a dynamic entertainment team, toy demonstrations, music, dance, and bubbles. The store offers a carefully curated toy selection spanning all play categories and age groups. It includes popular brands like Lego, Nerf, and Barbie, as well as exclusive areas such as Build-A-Bear and Soccerbot. Adding to the charm is the store’s own carousel, a classic merry-go-round sure to make lasting memories for families and children.

“Bergamo is a perfect city to bring our very special brand of Hamleys magic to, and our imminent arrival in the Oriocenter has already triggered considerable excitement amongst the local community – children, parents and families alike. This partnership with Giochi Preziosi Group (GP Group) for our third Italian collaboration highlights our commitment to spreading joy and wonder across Italy – now a strategically important country to us on our exciting global journey” said Sumeet Yadav, CEO of Hamleys Global.

Hamleys was founded in 1760 by William Hamley and acquired by Reliance Brands Limited (RBL) in 2019. Currently with 192 shops spread across 17 countries, the heart of Hamleys remains firmly in its world-famous Regent Street shop, which continues to be one of the UK’s most visited destinations. Hamleys continues to expand into new markets, the most recent being Rome, Sharjah (UAE), Milan, Tirana, Pristina and Doha to name a few.

“Giochi Preziosi marks another milestone in the retail development of the British brand, strengthened also by the successes we have recorded with the first Italian store, in Milan, where hundreds thousand people have passed through to date, and in Rome. The presence in the mall of Oriocenter will give us a new reading in terms also of sales, which we will strategically consider for the openings planned on the Italian market in the coming months,” said Enrico Preziosi, founder of the Giochi Preziosi Group.

Hamleys at Oriocenter opened on 25^th July and offered the public distinctive moments from the British brand’s grand openings. Highlights included a ceremonial ribbon cutting and an opportunity to meet the beloved Hamley bears, cherished by children worldwide.