Imagine being able to play the very best in video gaming, with state of the art technology, whenever you want, solo or in a party, learn tips and techniques from gaming experts, experience gaming challenges and then take home the top rated tech and accessories from leading brands. Now you can, as Hamleys Regent Street, The Finest Toy Shop in the world, unveil their newest retail space dedicated to Gaming.

The new purpose built area, located on Lower Ground Floor at Hamleys Regent Street London, will house the very best in gaming: the latest consoles, bestselling games and accessories from brands including Xbox, Nintendo, Razer and more available to purchase. Hamleys will also receive a drop of the bestselling PS5 and Xbox Series X & S, just in time for launch with units available to purchase on the night. Open now; visit Hamleys Regent Street and jump into the virtual experience of a lifetime! The highly immersive and interactive area offers the only dedicated multi-brand, gaming space in London, with interactive zones to play and explore, with a ‘Pit Stop’ Racing Area, Razer laptops and other state of the art tech, showcasing BAFTA Games Awards winner ‘Forza Horizon 5’, ‘Fortnite’, ‘Gran Turismo 7’, ‘Rocket League’ and ‘Minecraft’. Hamleys Gamers will be on hand every day giving their tips and tricks on how to win points, level-up and become a gaming champion. Also featuring the unique Hamleys Streaming Pod, budding streamers can grab some cool content on the go, shot in the most Instagrammable gaming space in town.

The unique, specially designed 3000 square foot space, complete with 13 play zones, LED lighting and, brings a new direction for Hamleys, “It’s hugely exciting to be able to open a dedicated area to Gaming within Hamleys and become a serious player in the category, bringing the ‘online’ in-store, and giving customers the innovation they come to Hamleys for. Unveiling this space gives us the opportunity to deliver the very best in products, knowledge and experiences in the gaming sector. We look forward to taking this area from strength to strength, partnering with the best in the gaming industry and becoming the hottest launchpad for the next innovation in gaming.” Comments Sumeet Yadav, CEO, Hamleys.

To celebrate the launch, Hamleys hosted the ultimate Gaming Night, hosted by YouTuber and Twitch star, SunPi, and included guests such as Syndicate and Archie Hamilton showing racers just how it’s done with his super speedy Forza lap times, alongside Williams Esports Test Drivers. With a DJ, live entertainment and more, guests were given the opportunity to take coaching tips from the Hamleys Gaming Pro’s, race against Archie and see Fortnite pro’s scoring big on one of the hottest games on the market, using Xbox Elite Wireless Controllers Series 2, available to buy in-store.