Barbie may go for sarees and bindis

UK’s iconic toy brand Hamleys plans to be in India and in Middle East market only, to learn business in diversified market in initial years before looking towards other lucrative emerging market for growth. To give Indian appeal with true Hamleys experience, company is planning to create India centric toys with price point that can suits to all kind of consumer.


“Hamleys is more than just selling toys. To create its unique experience, like live demonstration of games, theatrical performances and various thematic sections we are also adding some Indian feels and availability of vast varieties of toys that can suits all pockets in India,” Gudjon Reynisson, CEO, Hamleys told ET.

“India is very unique market with lots of diversity, its very exiting market with lots of retail opportunity, we are trying to tap the opportunity before going to other places,” Mr Gudjon said. He further adds that “there is strong Indian urge to develop educational toys, since there is lots of opportunity into this segment in the country compare to other market.”

“This market is very price sensitive one. Keeping this in mind, London-based toy maker is working with its Indian partner Reliance Retail on this issue to create a range of toys which will cater people from all walks of life. Also, to give local appeal to Hamley in India according to its audience, there are plans to add some elements according to local tastes. Probably world renowned “Barbie Dolls” might have local variant with more Indian attires,” said Gudjon

Revealing company’s expansion plans Company CEO says that we are very conservative in our expansions, it took us 250 years to start first store in India. Before entering to Indian market company has launched its stores in West Asian countries like Jordan and Dubai.

According to Mr Gudjon, “Hamleys store will be all kind of different experience for Indian consumers, where entire family can come and enjoy demonstration of different toys, theatrical performances and various themes, which will be created besides just selling toys like other traditional toy shops.”