Metrocentre has announced the opening of a brand-new pop-up store by Hamleys – the oldest and most iconic toy giant.

Occupying over 2,000 square feet in the Green Mall at Metrocentre, ‘The Finest Toy Shop in the World’ promises an exciting in-store concept where play takes centre stage.

Shoppers will step into a magical toy wonderland that is stocked with an array of toys ranging from the traditional to the high-tech, games and puzzles to arts and crafts, famous brands such as Lego, Barbie, Playmobil and LOL – and of course its Exclusive Hamleys toys including their iconic Hamleys Teddy Bears.

Hamleys’ unique approach focuses on ‘bringing toys to life’ for children and families by actively encouraging children to play with the toys in store 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.

Mr. Sumeet Yadav, Chief Executive Officer – Global Retail Business, Reliance Brands Limited at Hamelys, said: For 260 years we have welcomed families through our doors for a unique Hamleys experience. Now, we are thrilled to be bringing the Hamleys magic to our newest location, Metrocentre, and put a smile on the faces of all those who visit us here in the North East. At Hamleys, it’s not just about toys, it’s about creating lasting memories for children and adults of fun and joy, and the toy is a bonus”.

The new pop-up store is welcome news for the shopping destination and follows the recent opening of NEXT Beauty & Home who took over the former Debenhams store with a Beauty, Home and Women’s lifestyle offering which includes big name brands such as Benefit, Estee Lauder, Tom Ford and Dermalogica.

Suit Direct also opened its flagship store at Metrocentre in October offering a boutique, customer-focused shopping experience with well-known brands Marc Darcy, Ben Sherman and Antique Rogue, all available at the men’s clothing store.

Further information is available via the Metrocentre website