Hamleys will have been 'wowing' children of all ages with theatre and entertainment for 250 years. Today, the toys may have changed but the rest is the same. As a partner you will benefit from inclusion in: A continuous Showpiece event in all stores, Dedicated Hamleys TV block on Sky Platform, Celebrity launches, Partnership with Walt Disney for The World Premiere of 'A Christmas Carol'**, Major Above the line campaigns, Online activities, Huge International PR, Retail opportunities, Charity links.

To further Hamleys positioning as 'The Greatest Toy Store in the World' to an international audience. Using our Key USP's of tradition, entertainment and theatre, we have created a unique showpiece to be carried out in all stores that will trigger a diverse and continuous range of marketing and promotional activities throughout the fourteen months. A wide-reaching integrated campaign, combining all areas of marketing, advertising and promotion will show the world that the Hamleys magic is still very much alive. Arguably the most talked about event of 2010.

The showpiece is an extravagant theatrical show that will be played out using the entire store as a stage - all day, every day for fourteen months! A musical relating the past, present and future of Hamleys split into four quarters. Four chapters running from Georgian times through the Victorian era, the 1900's and even into the future. Created by a team including Executive Producers from The Muppet Show and Muppet Movies, the "showpiece" acts as a trigger for a diverse and far reaching series of individual campaigns - above the line, promotions, PR, digital and events.

It's safe to say that "the Showpiece", which acts as a catalyst for all other activities is unique, but this is complemented by a wide range of tried and tested marketing and promotional executions. Creativity is the key in all areas and to embrace all media platforms.

- Association with an internationally renowned and respected brand celebrating a unique piece of history - Groundbreaking executions - Embracing all platforms including dedicated Hamleys TV on Sky Platform - Multi-million pound PR reach - International - Longevity in the programme and the ability to change messages to fit your cycles - Celebrity inclusion - Charity links - Creativity.