Hamleys, established in 1760 in London, has been a significant name in the global toy retail sector. The brand's entry into India marked a shift in how Indians perceive and purchase toys. Known for its high-end toys and international brands, Hamleys brings licensed merchandise from popular series like Marvel, Disney, and other global franchises to the Indian market. This access to premium toys has changed the toy-buying habits of Indian parents, who now have local access to the same toys their children see in international media and entertainment.
The acquisition of Hamleys by Reliance Retail in 2019 for £68 million (approximately ₹620 crore) was a major development in the Indian retail sector. Reliance's takeover of the 260-year-old British toy retailer has led to rapid expansion across India, with stores opening in major cities and tier-two locations. The strategic move has helped Reliance strengthen its retail presence while giving Hamleys the backing of India's largest retail company. This partnership has resulted in better inventory management, wider distribution networks, and more competitive pricing, making premium toys more accessible to Indian consumers.
The impact of Hamleys' expansion in India goes beyond just retail numbers. The store's signature style of product demonstration and interactive displays has introduced a new way of toy shopping in India. Sales staff, trained to demonstrate toys and engage with children, create an experience that sets Hamleys apart from traditional toy stores. The company's focus on educational toys, science kits, and developmental games has also influenced parents' toy selection criteria, moving beyond just entertainment value. This shift has contributed to the growth of the premium toy segment in India, estimated to be growing at 15-20% annually.
Looking at the broader market implications, Hamleys' presence has pushed other retailers to improve their toy sections and service quality. The competition has led to better store experiences across the sector, benefiting consumers through wider choices and better shopping environments. The growth of Hamleys under Reliance has also created employment opportunities in retail and helped develop specialized retail skills in the toy sector. While the prices remain premium, the brand has maintained its position as a destination for quality toys, special occasions, and gifts. The company's expansion strategy under Reliance aims to have a Hamleys store within reach of most urban Indians, making premium toys more accessible while maintaining the brand's upmarket position and quality standards.