Hamleys has officially unveiled a new beauty boutique concept – Hamleys Boutique: Be You – at its flagship Regent Street store in London.
The new space has been designed for four to 14 year olds to hang out with friends, dress up, be creative, feel inspired, explore and have fun.
Offering everything from hair accessories, child-friendly cosmetics and nail art to dress-up and jewellery, the Hamleys Boutique on the store’s second floor is a response to Gen Alpha’s curiosity for ways to express themselves and develop their identity through play.
For example, the new department offers the chance for youngsters inspired by pop fandom to immerse in the phenomenon of making, wearing and sharing customised bracelets; a trend that feeds their creativity and encourages them to nurture meaningful friendships with their peers.
“Research shows that children as young as four years old possess a profound sense of self-awareness,” commented Victoria Kay, head of buying at Hamleys. “In fact, unlike generations before them, over 90% value their individuality and authenticity, and feel it’s important to be totally themselves. Toys and products that allow them to explore their identity and bond with others through play are vital for the next generation.
“Young children today are also hugely socially aware. They love to shop together with friends; sharing ideas, creative expression and developing their own evolving sense of style is a meaningful social activity.”
Some of the key brands with products in the department include Hello Kitty, Disney Princess, L.O.L. Surprise, Rainbow High and Barbie.
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