China has welcomed iconic British toy brand and retailer Hamleys, which opened on the 1st October (National Chinese Day) and covers four floors and 7,000 sq m of space.

The flagship store “Super Hamleys” will be situated in Xinjiekou Sanpower Plaza in Nianjing and will stock its famous teddy bears, Lego and Hasbro, as well as other educational toys for all age groups.

It will also host 10 different interactive games including remote control car racing and virtual reality games.

Hamleys already commands the global toy market and this will be its first venture into China, although the company are looking to expand to more than 100 stores in the coming year aiming at cities such as Shanghai and Beijing.

The chairman of Sanpower Group Yuan Yafei said that Hamleys can bring its interactive business model to China and cooperate with House of Fraser to give it a competitive edge.