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Sun 26 Oct 2008 04:00 AM

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'Interactive' plans pushed for play time

World's most famous toy shop to offer more than 15,000 product lines in Middle East debut.

Hamleys, the UK's largest toy retailer, has taken a "logical step in our global expansion programme", with the opening of its 32,000ft² flagship store at the Dubai Mall at the end of this month.The company's first foray into the first Middle East, the shop will showcase more than 15,000 lines of toys, gifts and gadgets.

"Hamleys is unlike other toy stores in the region - with its highly themed play areas, interactive stations and live entertainers, shopping at Hamleys is a delightful experience for children and families," said Yousif Al Ali, general manager, The Dubai Mall.

Strategically located in proximity to the family entertainment precinct on the second level, filled with attractions including indoor theme park SEGA Republic and children's edu-tainment concept KidZania, the shop' has been designed in collaboration with one of the world's top retail designers.

Toy demonstrators and magicians will bring the store to life and customers will be invited to test toys before buying. Features include an imitation streetscape of London's Regent Street.

"Dubai is a logical step in our global expansion programme, as a significant number of our current customers in the UK are visitors from the Middle East," commented Gudjon Reynisson, CEO, Hamleys.

The company was established nearly 250 years ago and its flagship store on London's Regent Street ranks among the top tourist destinations in the city.

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