Hamleys is set to launch its entire range of toys on Ebay’s marketplace for the first time as it seeks to expand its online presence in the face of the pandemic.
The world’s oldest toyshop, launched in 1760, is hoping to modernise its operations by launching more than 1600 products on Ebay.
As its flagship Regent Street store prepares for a further drop in footfall as London enters Tier 3 restrictions, Hamleys is hoping to entice shoppers online by offering discounts of up to 40 per cent until December 22.
This will be a welcome boost for both companies, with Ebay’s toy category proving one of its most popular over this year’s Black Friday, seeing sales rise 58 per cent.
Hamleys meanwhile, has been hit extra hard throughout 2020 due not only to extended store closures but also the sharp reduction in international tourists, which provide a significant portion of its sales throughout the year.
READ MORE: Hamleys to cut more than 25% of staff
In October Hamleys confirmed that 60 of its 208 staff working in its Regent Street store and at its headquarters would be let go.
“So many of us will have a special memory about Hamleys – as a child and spending an afternoon of play in one of their stores, or as a family visiting its famous Christmas grotto,” Ebay UK’s general manager Murray Lambell said.
“As the pandemic continues to disrupt the high street, we’re pleased that we can give iconic brands like Hamleys another online shop window, bringing the magic of their experience in-store to reach the millions of customers we have in the UK and worldwide.”