Paragon Entertainment to create experiences and attractions across toy retailer’s stores.
New theme park style entertainment is coming to Hamleys stores, with the toy retailer signing a five-year deal with Paragon Entertainment.
Paragon is the company behind such projects as the Wallace and Gromit ride at Blackpool Pleasure Beach.
It will now work with Hamleys to help creative attractions and interactive experiences across some of its 62 shops.
Mark Pyrah, chief executive of Paragon Entertainment, said: “This framework agreement is an important strategic step forward for Paragon because it secures a long-term relationship with Hamleys, an iconic international toy brand.
“This is a concept that we have been working towards with Hamleys for over three years and has an incredible and sizable future worldwide.”
Gudjon Reynisson, managing director of Hamleys Group, added: “Hamleys is about bringing smiles to families and children all over the world.
“The development of theme park-style attractions within our Hamleys World format adds opportunities for even more excitement when visiting a Hamleys toy shop.”
Hamleys was sold for £100 million to Chinese footwear retailer, C.banner International in October.
