The world-renowned toy retailer Hamleys has unveiled a new 530-square-meter flagship store at Bonifacio High Street in Taguig City, further expanding its presence in the Philippines through its partnership with SSI Group, Inc..
Located in the heart of Bonifacio Global City (BGC), one of Metro Manila’s premier lifestyle and business destinations, the new store marks Hamleys’ second location in the country since its Philippine debut in 2014. Situated within a district that welcomes more than 120,000 visitors daily, the flagship aims to deliver an immersive retail experience centered on play, creativity, and family entertainment.
Designed as a destination for children and families, the store features more than 15,000 toys alongside interactive attractions and themed experience zones. Among its standout features are the Ralleyz remote-control racetrack, a LEGO Playlab, an iconic red London double-decker bus installation, and an experiential Barbie Zone complete with beauty, nail, and DIY accessory stations where young visitors can explore their creativity.
Guests can also encounter Hamleys’ beloved characters, including Hamley and Hattie Bear, the Toy Soldier, the Circus Ringmaster, and the Rag Doll, bringing the brand’s signature sense of wonder to life.
“The Philippines has always embraced Hamleys with so much love, and this new flagship at BGC reflects that relationship growing stronger,” a Hamleys spokesperson said. “As our second store here, it is a proud moment for us. Manila’s vibrant energy and the families that fill it every day make it the perfect home for Hamleys as we continue our mission to spread the magic of play around the world.”
Anthony T. Huang, President and CEO of SSI Group, Inc., highlighted the significance of the expansion.
“Hamleys has been a cherished destination for families in the Philippines since its arrival in 2014. This new flagship store marks an exciting milestone as we continue to elevate the experience, bringing together the brand’s heritage of wonder with Filipinos’ appreciation for joyful family experiences,” Huang said.
The grand opening celebration features a colorful lineup of activities, including character parades, meet-and-greet sessions, face painting, live entertainment, and exclusive giveaways, creating a festive atmosphere for visitors of all ages.
Founded in London in 1760 by William Hamley, Hamleys has grown into one of the world’s most iconic toy retailers. Today, the brand operates approximately 175 stores across 12 countries, offering interactive toy demonstrations, immersive retail environments, and memorable family experiences.
In the Philippines, Hamleys is exclusively distributed by Stores Specialists, Inc. (SSI). The brand now operates stores at Central Square and the newly opened B7 Building in Bonifacio High Street Central.
For updates and store information, visit Hamleys Philippines on Facebook, follow Hamleys Philippines on Instagram, or visit SSI Life.
