Celebrities run wild in Hamleys’ iconic London store in the 90-minute programme airing on Channel 4 this Christmas
Hamleys is the star of a new celeb-studded documentary airing on Channel 4 this Christmas, celebrating some of the top toys of all time.
ITN Productions was commissioned to produce the 90-minute programme featuring Jonathan Ross and daughter Honey, Alison Hammond and son Aidan, and best friends and comedians Lou Sanders and Harriet Kemsley, who were given after-hours access to run wild ino the retailer’s iconic London store.
The programme concept follows Hamleys summer campaign fro earlier this year, which saw its senior buying team create a definitive top toys list to mark the retailer’s 265th birthday.
“This is an unashamed feelgood documentary, celebrating the classic toys, games and crazes from the last 200 years”
Victoria Kay, Head of Buying and Merchandising at Hamleys, said: “We had an incredible response when we launched our Top Toys of All Time list back in the summer. People loved the fun and nostalgia of it all – from media to countless customers and commentators all over the world. They debated their favourites, shared their memories – the topic has a wonderful universality about it.
“For this Channel 4 documentary, the ITN Productions team has tapped into the love of toys, childhood and play and sought to bring out the intense excitement and warmth to life that we witness every day in our Regent Store and across our stores worldwide,” she added. “We love the show and are as excited as a child in a toy shop to share it with the world!”
The programme also dips into a rich archive, which will bring back fond memories of these classics, including ads and TV commercials from the 70s and 80s, as well as commentary from experts and historians.
Jeremy Daldry, ITN Productions’ Deputy Head of UK Factual, said: “This is an unashamed feelgood documentary, celebrating the classic toys, games and crazes from the last 200 years. Our celebrities get to relive their favourite toys through the magic of Hamleys after hours and we all get to indulge in some nostalgia for Christmases past through the heart-warming archive.”
