Paul Porter, the toy emporium’s Chief Experience Officer, talks successful brand partnerships, and how Hamleys maintains the magic across a global footprint of nearly 200 locations
Sourcing the right product is only half the battle for today’s retailers. Giving shoppers a reason to visit is the other. Perhaps no retailer does that better than Hamleys, whose flagship Regent Street store has drawn crowds for centuries. In the January issue of Toys ‘n’ Playthings, we sat down with Paul Porter, the toy emporium’s Chief Experience Officer, to learn what goes into a successful brand partnership, how Hamleys maintains the magic across an expanding global footprint of nearly 200 locations, and why the kidult market – important as it is – is not exactly the new phenomenon it’s sometimes held up to be.
“No toy store in the world can bring products to life like Hamleys,” he told us. “When we do that well, everyone benefits, especially our customers. We recognise we always have to get the balance right between brand partner messages and being sensitive to the Hamleys store environment and values.”
Click the X to read the full interview below.
