Overview

Hamleys, one of the world's oldest and most renowned toy retailers, faced the challenge of increasing store footfall and customer engagement at their locations across India. They partnered with Kitsters to create an innovative solution that would transform their retail spaces into interactive experience zones.

The Challenge

Hamleys needed to:

• Drive consistent weekend footfall across multiple store locations
• Create memorable in-store experiences that would differentiate them from competitors
• Increase brand awareness and social media presence
• Convert store visitors into paying customers

The Solution

Kitsters developed a comprehensive engagement strategy centered around creating unique, hands-on craft stations in Hamleys' play areas. These DIY stations were:

• Themed around seasonal festivals and celebrations
• Designed to be both educational and entertaining
• Structured to create take-home keepsakes that extended the brand experience
• Rotated regularly to encourage repeat visits

Key Activities Implemented

The craft stations featured a variety of creative activities including:

• Diya decoration workshops during Diwali season
• Ganpati making sessions for Ganesh Chaturthi
• Felt paper Christmas decoration crafting
• Personalized fridge magnet creation
• Other seasonal and themed DIY projects

Promotion Strategy

Hamleys leveraged multiple channels to promote these activities:

• Announced upcoming craft sessions on social media platforms
• Created engaging content featuring previous workshops
• Encouraged participants to share their creations online
• Utilized in-store signage to promote upcoming events

Results

The partnership between Kitsters and Hamleys delivered measurable results across multiple key performance indicators:

Increased Footfall

Stores reported a significant increase in weekend visitors, with families specifically visiting to participate in the announced craft activities.

Enhanced Brand Experience

Children and parents alike reported highly positive experiences, with the hands-on activities creating deeper emotional connections to the Hamleys brand.

Social Media Impact

The initiative generated substantial user-generated content as families shared their crafting experiences and finished projects online, resulting in:

• Increased social media mentions
• Higher impression rates
• Organic brand advocacy

Sales Growth

The increased footfall translated directly to higher sales figures, as families often purchased toys and related items during their visit.

Key Success Factors

• Regularity and consistency of activities across locations
• Quality of crafting materials and finished projects
• Seasonal relevance of the activities
• Professional facilitation by Kitsters staff
• Integrated promotion strategy

Conclusion

The partnership between Kitsters and Hamleys demonstrates how experiential retail can transform traditional toy stores into destinations for family engagement. By creating memorable, hands-on activities, Kitsters helped Hamleys achieve their business objectives while providing genuine value to their customers.

The success of this initiative highlights the growing importance of experiential elements in retail environments and shows how strategic partnerships can deliver innovation that benefits all stakeholders.