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Fairy Tales Come Alive at Hamleys in The Dubai Mall

DUBAI - Once upon a time there was princess who lived in a pink house at the edge of the dolls isle. Every morning she would look out of her window and wave to her prince charming while he rode onto the Ferrari track and took off to Regent Street, to visit his subjects in Toyland.

Straight from the pages of a fairy tale, comes the world of Hamleys, a 32,000sqft toy heaven at the Dubai Mall. “There is a kid hidden in everyone. We try to find that kid in you,” said Elton Pereira, Hamleys Dubai Store Manager.

A rage among children since 1760, this UK’s toy retailer opened shop in Dubai in November 2008 and replicates its famous store on Regent Street in London.

“Our entire store is designed to provide a memorable time for the family,” said Pereira. “It’s not just a toy store but the magical world of Hamleys.”

If shopping in the vicinity of the store, kids in tow, chances are they will be mesmerised by its grandeur and bright colours. If that goes unnoticed, a greeter at the door with her voice booming over a speaker will definitely catch their attention.

“The kids can just enjoy a day at the store. They do not need to buy anything to experience what we have to offer,” he said.

Eight trained demonstrators involve the visitors in magic performances and activities while a live band keeps the atmosphere alive with drum beats and trumpet calls.

Separate sections like the personalised book corner and the snakes and ladders area allow children to identify with their favourite characters and familiarise themselves better with the games and toys. “Children can be the stars of a book too wherein we customise a storybook with them written into it.”

Three-year-old Sophie was seen deeply speculating between the magician and the life-size Doll house. Declining from that tough decision, she headed straight for the stuffed animals pen and sat on a teddy bear, twice her size.

“I am very impressed by the store. They have more toys here than other toy shops,” said Mariana Pavel, her mother. All toys at the store are age marked and tested. “All our products are certified and tested for safety,” said Pereira.

Hamleys offers a range of toys produced under its brand. “Apart from toys found in all other stores we have ‘Hamleys only’ toys. These include soft toys, art supplies and educational kits,” he added.

Hamelys will be going “Cartoon Crazy” this month with a theme every week during which famous characters will visit the store.

A live appearance by Barbie herself on March 14 is being touted as a great crowd puller.

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