Hamleys, established in 1760, is one of the largest and oldest toy stores in the world. Spanning seven floors, it boasts a diverse range of toys, games, and activities, making it a popular destination for families and tourists. Visitors can enjoy interactive demonstrations, meet toy characters, and participate in various play zones. The store's vibrant atmosphere and extensive selection attract around 5 million visitors annually, making it a must-see attraction in London. Located on Regent Street, Hamleys combines tradition with the excitement of modern play, representing the quintessential British shopping experience.
What visitors single out
Liked
- Central Location Conveniently located on Regent Street, Hamleys is easily accessible and a must-see attraction for tourists and locals visiting London's West End.
- Extensive Selection Hamleys offers an enormous variety of toys across multiple floors, with something for every age and interest, from classic toys to the latest gadgets and collectibles.
- Family Entertainment More than just a store, Hamleys provides a form of entertainment with its displays, activities, and staff interactions, making it a great place to spend a few hours.
- Interactive Experience The store features engaging live demonstrations, performances, and staff interactions, creating a fun and memorable atmosphere for both children and adults.
- Specialized Sections Hamleys includes dedicated areas for popular brands and themes like LEGO, Harry Potter, and Build-A-Bear, providing a focused shopping experience for fans.
Criticised
- Cleanliness Concerns The toilets are located on Level 5 and can require more frequent cleaning.
- Crowded Conditions The store is often very crowded, especially during peak seasons and holidays, making it difficult to navigate and enjoy the experience.
- High Prices Many items, including LEGO sets and Paddington bears, are significantly more expensive at Hamleys compared to online retailers or other stores.
- Overwhelming Atmosphere The sheer size and variety of toys can be overwhelming, making it challenging to find specific items or make informed purchasing decisions.
- Potential for Overspending The engaging displays and enthusiastic staff can easily entice children (and adults) to want to buy more, leading to a costly visit.
The longer read
Hamleys is a large, iconic London toy store that offers a magical and engaging experience for both children and adults. The store spans multiple floors (ranging from 5 to 7, including a basement level), each filled with a vast selection of toys, games, and collectibles from classic brands to the latest trends. Many reviewers highlight the wide variety available, including specialized sections for popular brands like LEGO, Harry Potter, and Marvel, as well as a Build-A-Bear Workshop. The store is known for its lively atmosphere and interactive elements. Staff members frequently demonstrate toys, perform magic tricks, and create a fun environment with bubbles and engaging activities. This creates a memorable experience that encourages play and brings back childhood memories. Multiple reviewers noted the enthusiasm and helpfulness of the staff. Several reviewers specifically mention the Harry Potter section in the basement as a highlight, and the availability of gelato and other treats adds to the overall experience. The store is easily accessible via escalators, elevators, and stairs. The location is convenient, situated near Oxford Circus. However, a common concern is the high prices, with many reviewers noting that items are significantly more expensive than online or in other stores, sometimes even double the price. This is often attributed to the overall experience and convenience of shopping in person. The store can get very crowded, especially during peak seasons like vacations and holidays, which can make it difficult to navigate and fully enjoy the experience. Despite the high prices and potential crowds, many reviewers highly recommend visiting Hamleys for the unique atmosphere and extensive selection of toys. It's considered more than just a store; it's an attraction that provides a fun and memorable experience for the whole family. The live demonstrations and interactive displays are a key draw, making it a must-visit destination in London, particularly for those with children. Toilets are available for customers, typically located on one of the upper floors.
A synthesis of third-party reviews supplied by Mindtrip travel index. Not written by Breaks.
Getting there
- Phone
- +44 371 704 1977
- Website
- hamleys.com
| Mon | 10:00 - 21:00 |
|---|---|
| Tue | 10:00 - 21:00 |
| Wed | 10:00 - 21:00 |
| Thu | 10:00 - 21:00 |
| Fri | 10:00 - 21:00 |
| Sat | 10:00 - 21:00 |
| Sun | 12:00 - 18:00 |
Against the neighbourhood
Rated 4.5 against a median of 4.5 across the 2,371 venues we hold for London, where the most-reviewed is Trafalgar Square.
Still deciding?
- What makes Hamleys in London different from other toy stores?
- When is the best time to visit Hamleys to avoid large crowds?
- What interactive activities or events does Hamleys offer for children?
- Which sections or floors of Hamleys should visitors not miss?
- Are there any notable attractions near Hamleys that visitors should check out?
Where this comes from
Venue records are drawn from the Mindtrip travel index, which aggregates place data and review signals from Google Places, Tripadvisor and booking providers. Ratings are reproduced per source rather than merged into a single number. Distances to nearby venues are computed here as great-circle distances between the published coordinates, not walking or driving routes. Comparison figures are medians computed across the venues we hold for the same neighbourhood or city.
Source: Mindtrip travel index, captured 2026-08-21.
What this page cannot tell you
- Descriptions and review summaries are supplied by the source index and are reproduced as published; they are not independently verified by Breaks.
- Ratings and review counts are point-in-time snapshots and drift constantly. Check the venue's own site or the rating provider for the current figure.
- Opening hours change seasonally and at short notice. Confirm with the venue before travelling.
- Category labels come from the source index and are occasionally wrong — a venue may be filed under a type that does not match how it trades.
- Straight-line distances understate real walking distance, especially where a river or railway sits between two points.