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INSIDE: Take a sneak peek inside HAMLEYS Toy Shop London, the Biggest and Best Toy Store in London. 

Hamleys Toy Store on Regent Street may be the Biggest Toy Store in London, but it also most certainly the finest with seven floors of toys games and activities.

Opened in 1760, Hamleys London Toy Store has been bringing the joys of toys to kids and families for over 255 years!  (Can you even imagine?)

Hamleys London is on Regent Street, one of the most exclusive London addresses for shopping so take the kids to Hamleys first, then enjoy a browse of London’s finest shopping district.

Disclosure: This article contains affiliate links. If you make a purchase after clicking on one of these links, we may receive a small commission at NO extra cost to you.

biggest and best toy store in london outside

Inside Hamleys London UK, the Biggest Toy Store in London!

The number one reason to LOVE the largest toy store in London?

Super happy staff being paid to play with hands-on gadgets and involve the kids.

These toy demonstrations in Hamleys toy shop happens on EVERY level, and the kids are encouraged to have a go and play with the toys too.

RELATED: The Monster List of Fun London Souvenirs & Gift Ideas 

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Enjoy Hamleys Toy Shop London Demos

This large toy store in London stocks:

The list goes on.

Honestly, who needs a sales pitch?

The interactive opportunities for kids to play with the Hamleys toys is all the marketing they need.

Kids do the talking, convincing mums and dads everywhere that THIS toy is the one they have to have.

RELATED: The ULTIMATE guide to LONDON with kids

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The Hamleys Toy Store London Story

How it became the biggest toy shop in London

Young William Hamley grew up dreaming of opening the best and biggest toy store in the world.

In 1760 his dream came true, and the first incarnation of Hamleys, (then known as Noah’s Ark) was opened, filled with every kind of toy you can imagine.

By the time Queen Victoria came to the throne in 1837, Hamleys was already a London landmark, and the most famous London toy store.

Families made regular expeditions to William’s ‘Joy Emporium’.

The London Flagship Store, a mammoth seven storeys high, didn’t open until 1881 but when it did, people came from all around the world to shop.

best toy store in london hamleys lego royal family pic

The Hamleys Royal Seal of Approval

While the store has faced hard times and short-term closures, particularly through the Depression and War years (Hamleys was bombed 5 times during WWII), in 1938, the Queen gave Walter Lines, the new owner of Hamleys, the Royal Warrant as a seal of approval verifying the quality of the business and their stock.

A second Royal Warrant was awarded to Walter Lines in 1955 as a ‘Toys and Sports Merchant’.

But forget the accolades.

Hamleys London Toy Store staff are rewarded everyday.

Their biggest pat on the back comes when they see the happy children who run through the doors on their search for their new favourite toy.

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Nostalgic Childhood Memories at Hamleys Regent Street

The No.2 reason to love Hamleys toy shop in London?

Nostalgia for long-lost childhoods, and the magic this place generates.

Who cares that most toys in here are priced above the norm?  If you want cheap toys in London, shop online.

But if you want to recreate the magic of childhood, visit Hamleys with your kids in tow. 

(Set a spend limit before you enter though.)

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Every floor has a theme

Every floor has a theme of sorts, and interspersed among the toys are also live demos of:

  • cool stationery to try 
  • interesting pop-up stands where they’ll make you things like a personalised necklace, or
  • cover you in glitter tattoos and body art.


  • a floor full of dolls
  • a floor full of action figures
  • a floor with stuffed animals!

While you can find lots of this stuff online these days, there is nothing kids like better than a wander through a London Toy Store.

If you can bear the noise, the pleadings, and are good at ducking your way out of the line of sight when the pleadings begin, make a special stop.

It’s called making memories.

This is one you’ll be glad you have.

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Here’s some of the things you’ll find at Hamleys, the Biggest Toy Store in London!

The largest toy store in London stocks:

  • Die-cast metal toys -cars, buses, aircraft – including Corgi branded ones.
  • Sylvanian Families toys
  • Barbie toys
  • the famous Hamleys Water Color Easel set
  • Harry Potter’s Wands, Broom sticks, Capes and Maps in the special Harry Potter shop downstairs 
  • Electronics
  • Puzzles and jigsaws
  • Action figures
  • Little Live toys
  • K’s Kids baby toys & squeaky babies
  • Popco Blocs building blocks 
  • Scruffaluv toys & KindiKids
  • Breyer horses and ponies
  • PAPO toys
  • LOL surprise toys
  • Disney toys and dolls

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No.1: Hamleys Toy Brands 

Look for Hamleys own brand of toys, stationery and souvenirs including: 

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No.2: Best London Souvenirs 

Look out for the wall of popular London souvenirs 

  • City of London train set
  • Big Ben and Tower Bridge puzzles
  • Pull along toys in the shape of London Beefeaters
  • London books for kids
  • Playmobil characters in London themes – Harry Potter, and Beefeater Guards from Buckingham Palace too

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No.3: Hamleys Paddington Bear

Just inside the front doors, find hundreds and hundreds of Hamleys Paddington Bear toys.

In all the different styles – old fashioned, and modern. 

With regular teddy fur, or super fluffy.

Standing or sitting, and in all sizes too. 

But nearly always with his traditional blue duffel coat and red hat! 

Oh, the nostalgia for this iconic fellow is high, even more so now with the release of the Paddington Bear Movies in recent times. 

He is simply irresistible. 

Paddington Bear is our pick of a toy from childhood, and a must buy souvenir from Hamleys for young and old. 

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No.4: Hamleys Dolls

Dolls of all kinds – find fancy dolls, classics and collectibles, puppets, and Hamleys doll houses.

Plus all the latest releases of popular dolls to buy, including:

  • Disney dolls and
  • LOL surprise. 

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No.5: Hamleys Bear

Start a collection of the signature Hamleys teddy bear.

There’s a new Hamleys annual bear every year! 

Take a look at the Hamleys of London 250th Birthday Beefeater Bear

There’s even Hamleys TY Beanie Baby, exclusive to Hamleys toyshop in London. 

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No.6: Hamleys Soft Toys 

There’s a giant collection of Hamleys soft toys and stuffed animals, oftentimes wearing British themed costumes or an I Heart London tee. 

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Hamleys Steiff Store

Upstairs, there’s a whole Steiff shop.

Don’t think you can stay on budget here. Steiff soft toys are ridiculously expensive. 

BOOK NOW:  See all the famous Harry Potter sights in London on this Harry Potter Guided Walking Tour! 

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No.7: Hamleys Magic Pens and Art & Craft Kits for Kids! 

Looking for children’s craft kits, superhero outfits & dress up costumes?

You’ll find them here, including the famous Hamleys magic pens.

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There’s magic tricks, magic supplies, magic kits, crystal balls

Hamleys bubble muncher is a lot of bubble making fun.

Do take the time to watch the Hamleys team member explain how the Hamleys magic pens work.

The spiel is on point! 

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No.8: Hamleys LEGO 

The biggest toy store in London also features exclusive Hamleys Lego.

Look out for the FRIENDS LEGO! (Yes, from the hit TV show)

They also have a Flintstones LEGO set we’ve never seen before. 

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No.9: More Hamleys toys

There’s educational and interactive toys including:

  • Playmobil toys
  • Building systems, trucks, tractors and cranes
  • Ride on toys, scooters
  • Play houses
  • Sports games and balls
  • throwing games and catching games
  • Movie merchandise
  • Preschool toys and board games

No.10: Art & Craft Kits at Hamleys Regent Street 

Lots of British children wake up on Christmas morning having had a visit from Hamleys Father Christmas! 

  • Hamleys nail art kits
  • Jewellery and Make up kits
  • Hamleys Sparkle & Glitter kit to add sparkle to your craft projects
  • Hamleys exclusives including Hamleys Magic balloons, and Hamleys glitter tattoos

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No.11: Maths & Science Toys at Best Toy Store in London (STEM toys)

Pick from stars and planets stickers, projector torches and craft kits.

Look for Helicopters, Airplanes and other amazing flying objects

Or check out the Hover Kick toy or Hamleys mini drone. 

Or choose between a Soccerborg robot, a Lurking lizard robot, or a Robot companion who tells jokes!

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No.12: Sylvanian Families 

This charming toy brand has been around since 1985, a staple among British families. 

There are a huge variety of dolls, houses, shops, furniture and accessories that can be purchased for the Sylvanian Families village

They are cute to boot!

best toy store in london hamleys balls and board games

No.13: Pocket Money Toys at the Biggest Hamleys London Shop

There’s LOTS of toys for under £2 each too. It’s the saving grace!

If you want to avoid a big spend, why not gift each child £10, and send them off on a cheap Treasure Hunt?

You’ll be amazed at what you can find.

Take each purchase home in a Hamley’s bag, and they’ll be chuffed with their lot.

Hamleys is the best toy shop in London on a budget for this reason.

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No.14: Hamleys Clothing Souvenirs 

Pick up a t shirt or sweater with signature London icons or Hamley’s bear picture. 

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No.15: Hamleys stationery

Take some of Hamley’s home with you for the office or school desk.


  • pencil cases
  • journal books
  • fancy pens
  • bus pass tags
  • stickers, and
  • coin purses. 

best toy store in london hamleys meet the lego queen


No.1: Meet the Royal Family

Who needs Buckingham Palace when you can have a life-size LEGO model?

My kids met the Queen!

Well, the LEGO version.

RELATED: Buckingham Palace Changing of the Guard is the BEST Ceremony to watch in London

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No.2: Harry Potter Shop at Hamleys Store

Head downstairs to Lower Ground floor to enter the Wizarding World of Harry Potter! 

This is a MUST DO for both diehard Harry Potter fans, and others who admire the stories.

The collection of Harry Potter merchandise to buy is the best in London city.

Harry Potter Warner Bros Studio Tour tickets

HOT TIP: Book tickets to Harry Potter Warner Bros Studio Tour with transfer from London

(Don’t miss out. Tickets sell out quickly and you don’t want to miss this experience!) 

Harry Potter Sights in London Walking Tour

It’s also possible to book a Magical London Guided Walking tour of the iconic and famous sights in London from the Harry Potter movie series.

  • Stroll down Diagon Alley, visit the Leaky Cauldron, and see Gringotts Wizarding Bank
  • See iconic London sites such as Borough Market, The London Eye, and Trafalgar Square

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No.3: Build a Bear Hamleys

Build a Bear Hamleys UK store is located on the third floor at the far end. 

Find all the regular Build a Bear dolls and teddies, along with a range of special London outfits including:

  • London Bobby costume policeman outfit 
  • London Palace Guard Beefeater Costume complete with Bear Hat! 
  • Navy or Black London tuxedo suit
  • King and Queen costumes 
  • Traditional British school uniforms 
  • Union Jack tee and tutu set

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No.4: Visit Hamleys Lolly Shop

There’s also a Lolly Store on one floor of the best toy store in London. Hamleys wouldn’t be complete without it!

Pic n’ mix sweets are on the 5th floor.

For this reason alone, my kids say Hamleys is the best toy shop in the world.

Pick up a bottle of Millions candy sweets, sherbet straws, creme filled Strawberry trunks, popping candy and marshmallows. 

No.5: Eat and Drink at Hamleys UK

Take the ‘secret’ stairs to the top floor for lunch or a cafe break. 

If you’ve made it this far without a snack, there’s a ShakeTastic milkshake and juice bar here.

RELATED: M and M World London is home to the world’s largest chocolate candy wall

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No.6: Hamleys Events 

Did you know you can help Hamley and Hattie Bear open The Finest Toy Shop in the World?

Every morning, meet Hamleys loveable, huggable bears and join in the fun of the countdown to the grand opening.

To be one of the lucky children chosen to ring the Hamleys Opening Bell, make sure you arrive in plenty of time.

They also have in store activities at Hamleys throughout the summer, and all year round.

Kids can join in fun activities such as:

  • In-store treasure hunts
  • Meet the Ringmaster, Pirate, Wizard, Ragdoll and Toy Soldier for our daily summer parade and follow the leader around the store, finishing up with a super special grand finale on 4th floor!
  • Storytime
  • Puppet Shows
  • Movie events
  • Shows (such as the Sylvanian Families meet and greet)

Check out Hamleys Events page for details of current Hamleys events.

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No.7: Hamleys Christmas

Hamley’s Christmas Events are ever popular.

Stop in to see Hamleys Santa in December too. 

You can also book a VIP shopping experience behind the scenes.

hamleys christmas by jaehun lee

Image credit: Jaehan Lee via Flickr CC BY-ND  2.0

Crowd warning for Hamleys at Christmas

The huge toy store in London on Regent Street is in one of the busiest shopping districts on the planet.

If you visit at Christmas time, go EARLY.

Of course it will be crowded.

Getting in might be ok.

Getting out might be a different story.

Be prepared to queue to pay for your goods and let the kids suck on a lolly pop while you wait.

When you leave, recover from all that shopping stress by walking straight up Regent’s Street (in the direction of Oxford Circus station) to the re-imagined Marylebone Green playground in Regents Park.

hamleys regent street by tomohiro ohtake

Image credit: Tomohiro Ohtake via Flickr CC BY- 2.0

FAQ about Hamleys Oxford Street, the Famous Toy Store in London

No.1: What is the biggest toy store in London?

Is Hamleys the biggest toy shop in London?

Yes it is! 

They also have a smaller outlet at Hamleys London Bridge, located at Unit 73 Hamleys London Bridge Unit SU, 26 Western Ave, London SE1 3QX, UK.

hamleys regent street interior by olivier bruchez

Image credit: Olivier Bruchez via Flickr CC BY-SA 2.0

No.2: Where is the biggest toy shop in London located?

The world’s biggest toy shop in London is on Regent Street in London.

Kate Spade New York, Anthropologie, Zara, Coach, Burberry and Timberland are also on Regent Street.

hamleys sign by iain farrell

Image credit: Iain Farrell via Flickr CC BY-ND 2.0

No.3: Do they have a Hamleys Gift Card?

Yes, you can buy Hamleys Gift Vouchers at the best toy store in London, starting from £1, up to £50.

No.4: What are the most famous shops in London?

Hamleys Toy Shop London is top of the list, along with Marks and Spencer’s and Liberty London Department stores.

Both are within 5 minutes walk of Hamley’s London.

No.5: Where is Hamleys toy shop London?

Regent Street is your answer.

If you are asking, what is the best place to do shopping in London? head here for all the big brands. 

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THE INSIDE SCOOP: Hamleys Biggest Toy Store in London

Correct at time of publication on Roam the Gnome. Please check with venue for updates. We apologise in advance if there have been any changes we are unaware of. All prices in pounds, unless otherwise stated

Hamleys London Address: Hamleys address is 188-196 Regent Street, London, England
Hamleys London Phone Number: +443717041977
Website: Click here
Email address: Contact the store via this link.
Facebook: Keep up with all the events in the London store by liking their Facebook Page here.

Hamleys London Opening Times

Hamleys opening times are:

  • 10am Monday to Friday
  • 9.30am Saturday
  • 12pm  Sunday

Hamleys Closing Time

Hamleys closing time is:

  • 9pm Monday to Saturday, and
  • 6pm Sunday.

Subject to change during Hamleys Toy shop London Christmas time. 

Entry Fees: Free entry, but good luck getting out without some kind of “investment” in the world of Hamleys toys. 

hamleys flags by olivier bruchez

Image credit: Olivier Bruchez via Flickr CC BY-SA 2.0

How to get to Hamleys Toy Shop

By Tube

  • Oxford Circus – the closest tube station
  • Piccadilly Circus
  • Tottenham Court Road

By Car

    Car Parking is available at the following car parks:
  • Brewer Street (W1F 0LA)
  • Grosvenor Hill (W1K 3QQ)
  • Sanderson House (W1T 3NG)

The best toy store in London is located in the London congestion charge zone, more information is available here.

Click here for other Hamleys Toy Stores around the world. 

Oxford Circus to Hamleys

Click here for walking directions from Oxford Circus underground station to Hamleys toy shop.

London Eye to Hamleys

Click here for directions from London Eye to Hamleys on Regent Street by bus. It’s approximately 15 minutes journey. 

By foot, it takes 30 minutes, or just 12 minutes by car, if you can find a park. 

Map of Hamleys Regent Street Toy Shop London

Our Top Tips for London Regent Street Fun!

Subscribe to these London for Kids magazines for up to date events for Kids in London:

biggest toy store in london jack with pink puppy

What we bought at Hamleys Toys London

On our first visit to Hamleys, we bought the silly and noisy pink yapping dog.

Jack fell in love with it, so we paid the (premium) price so we could bring him home to Australia – via the world.

Jack’s still in love with Pink Puppy to this day – not the yapping or walking, he never liked that – but the pink-turning-grey dog is a much-loved member of his precious soft-toy collection that sits on his bed.

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Toadstool Rating (by the kids) – “Thanks for Playing!”

The sign by the door of Hamleys as you exit this London toy store says “Thanks for playing”.

No, Hamleys.

Thank YOU for the fun adventure.

We’ll be back.

Double our normal 5 toadstool rating to 10 TOADSTOOLS!

hamleys toy shop review

Looking for More Fun Things to Do in London with Kids?

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