Hamleys combines retail and entertainment as it opens Europe's largest toy store

Hamleys has today (31 March) opened Europe's largest toy shop in Moscow that will push a more experiential offering to its other stores.

Designed by global retail and brand consultancy Fitch, the 7,000sq m expands Hamleys current design and incorporates nine 'Worlds of play' that mix retail, attraction and entertainment.

For example in Motor City there is a Go-Kart track, in Space a full scale replica of the Star Wars Millennium Falcon (that children can test drive) and in Magic Kingdom a huge castle in which kids can play and explore.

The new store is located in Russia's Lubyanka Square and known in the country as Mir Hamleys.

Gudjon Reynisson, CEO of Hamleys, said: “Hamleys is about making toys fun for families all over the world. At Hamleys Lubyanka, through our partners, we had a fantastic opportunity to develop our retail experience to be even more memorable.”

A key feature of the shop is a 13m tall Lego rocket made with 1.9m bricks.

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