Hamleys is not just a shop – it’s an experience. William Hamley dreamed of opening The Finest Toy Shop in the World and in 1760 he did exactly that. Today, with over 255 years of experience in bringing smiles and laughter to children, Hamleys is known and trusted all over the world. And now visitors to the V&A Waterfront can participate in the magic that is Hamleys. This establishment’s unique approach focuses on ‘bringing toys to life’ for children and families by actively encouraging children to play with the toys in store (unlike so many other toy shops) or by engaging with expert toy demonstrators. Memories underpin the essence of the Hamleys brand – shoppers will be able to meet an array of Hamleys characters, take part in interactive toy demonstrations, and enjoy special appearances from the world of TV and film to create even more excitement.