Walking into Hamleys on Regent Street feels like stepping into a dream. The six-story toy wonderland isn’t just a store-it’s a full-blown experience. Kids race to the robotic dragons on the first floor. Parents pause, stunned, at the life-sized teddy bears lining the staircase. And somewhere in the back, a 7-year-old is trying to convince their mom that yes, they really need a remote-controlled dinosaur that sings. This isn’t just shopping. It’s memory-making.
Hamleys has been around since 1760. That’s longer than most London landmarks. It survived wars, recessions, and the rise of online shopping. Why? Because it doesn’t just sell toys-it sells magic. And in a city full of museums and theaters, Hamleys stands out as the one place where imagination isn’t displayed behind glass. It’s in your hands.
Hamleys: More Than Just a Store
Most toy stores have aisles. Hamleys has zones. Each floor is a different world. The first floor? Action figures, LEGO sets, and interactive robots. The second floor? Dolls, dress-up clothes, and pretend kitchens. The third floor? Science kits, coding robots, and building sets for older kids. The fourth? Outdoor toys-ride-ons, scooters, and water guns for summer days.
On the fifth floor, you’ll find the famous Hamleys toy theater. Kids can watch live puppet shows every Saturday at 2 PM. No tickets needed. Just show up. The sixth floor? A café where parents can sip coffee while their kids play with giant foam blocks on the floor. It’s the only toy store in London where you can buy a drone, then sit down for a hot chocolate while your child builds a castle out of foam bricks.
Hamleys isn’t just big. It’s designed to keep kids engaged for hours. There are demo stations where you can test a toy before buying. Staff aren’t just cashiers-they’re toy experts who know which robot teaches coding and which doll helps with emotional development. They don’t push sales. They ask questions: "What does your child love to do?" That’s why families come back year after year.
Other Family-Favorite Toy Stores in London
Hamleys is the giant. But London’s toy scene is richer than just one store. Here are five other spots families swear by:
- The Toy Shop (Notting Hill) - A cozy, independent shop with hand-painted wooden toys, Montessori-style puzzles, and no plastic junk. Everything here is made to last. Parents love the "no batteries required" section.
- John Lewis (Oxford Street) - Not flashy, but reliable. Their toy section is huge, with clear age labels and safety certifications. If you need a stroller, a high chair, or a safe baby rattle, this is the place. They also have a free play area for toddlers on weekends.
- Toy Kingdom (Brent Cross) - A warehouse-style store with prices that beat online retailers. They stock everything from Nerf blasters to rare Pokémon cards. The staff are loud, friendly, and know every new release. Their "Deal of the Week" board is always changing.
- Early Learning Centre (multiple locations) - Focused on developmental toys. Think shape sorters for babies, alphabet mats for toddlers, and science kits for 8-year-olds. They run free parenting workshops every Wednesday afternoon.
- Little Green Sheep (Camden) - Eco-friendly toys only. Made from recycled wood, organic cotton, and non-toxic paint. They sell everything from handmade dolls to wooden trains. If you care about sustainability, this is your spot.
What Makes a Great Toy Store for Families?
Not all toy stores are created equal. Here’s what families actually look for:
- Space to play - Can kids touch, test, and try things? Stores with demo areas get repeat visits.
- Clear age labeling - Parents don’t have time to read tiny print. Big, bold labels saying "3+" or "Ages 5-8" make shopping faster.
- Safety first - No small parts on the floor. No sharp edges. Toys that meet UK and EU safety standards. Parents notice this.
- Staff who know toys - Not just cashiers. People who can say, "This robot teaches coding through storytelling," or "This puzzle builds fine motor skills for preschoolers."
- Local charm - Big chains are fine. But small shops with handmade toys, local artists, or unique finds? That’s what families remember.
Hamleys wins on scale and spectacle. But the smaller shops win on heart. The best toy shopping in London? It’s a mix of both.
When to Visit: Timing Tips
Hamleys gets packed. Like, "line around the block" packed. Here’s how to beat the crowds:
- Weekday mornings - Best time. Kids are in school, parents are at work. The store is quiet. You can actually browse.
- After school (3:30-5:30 PM) - Busy, but fun. Kids are excited. Staff are extra helpful.
- Weekends - Avoid if you can. Especially Saturdays after 11 AM. The toy theater shows fill up fast. The café lines stretch out the door.
- Holiday season - November and December are insane. If you’re shopping for Christmas, go in October. Or wait until the first week of January. That’s when sales start.
Pro tip: Bring snacks. Hamleys doesn’t allow outside food, but the café is expensive. Grab a granola bar before you go.
What to Buy: Real Recommendations
Not every toy is worth the money. Here’s what actually works:
- LEGO Classic Large Creative Box - 900 pieces. No instructions. Just pure creativity. Lasts for months. Under £50.
- Little Tikes Cozy Coupe - The classic red car. No batteries. Just push, pedal, and pretend. Lasts for years. Perfect for gardens or driveways.
- Osmo Genius Kit - An iPad-based learning system that turns games into math and spelling practice. Kids think it’s a video game. Parents know it’s education.
- Wooden Railway Set (Brio or Thomas) - Timeless. No screens. No batteries. Just tracks, trains, and imagination.
- Art Kit with Washable Crayons and Paper - Always a winner. Especially if your kid has been drawing on the walls.
Skip the flashy, battery-heavy gadgets. The toys that last? The ones that spark creativity, not noise.
Final Thought: Toys That Last
London’s toy stores aren’t just places to buy stuff. They’re places to discover who your child is. A wooden train teaches patience. A puzzle teaches problem-solving. A puppet teaches empathy. The best toy isn’t the most expensive one. It’s the one your child asks for again tomorrow.
Hamleys is unforgettable. But don’t forget the small shops. They hold the quiet magic-the handmade dolls, the hand-carved blocks, the stories that aren’t on a screen. London’s toy scene is a mix of spectacle and soul. And that’s why families keep coming back.
Is Hamleys still worth visiting in 2026?
Yes. Hamleys isn’t just a store-it’s an experience. With live puppet shows, interactive robot zones, and a café where parents can relax, it’s designed for families, not just shoppers. Even with online options, nothing beats seeing a child’s face light up when they meet a life-sized teddy bear or build a tower with foam blocks. It’s still the most immersive toy destination in London.
Are there any toy stores in London that focus on eco-friendly toys?
Yes. Little Green Sheep in Camden is the top pick. They sell only toys made from recycled wood, organic cotton, and non-toxic paint. No plastic. No batteries. Just simple, sustainable play. Early Learning Centre also has a strong eco-line, with wooden puzzles and natural material toys. If you care about the planet, these are your go-tos.
What’s the best time to visit Hamleys to avoid crowds?
Weekday mornings, between 9 AM and 11 AM, are the quietest. Kids are in school, and parents haven’t started their weekend errands yet. You’ll get full access to demo stations, no waiting at the café, and staff who can give you real attention. Avoid weekends after 11 AM-especially during school holidays.
Do any London toy stores offer free play areas?
Yes. John Lewis on Oxford Street has a free toddler play zone with soft blocks, climbing ramps, and sensory panels. Early Learning Centre runs free parenting workshops with playtime included. Hamleys has a foam block area on the sixth floor-no charge, no tickets. Just walk in and let kids play while you rest.
What are the best toys to buy for toddlers in London?
For toddlers (1-3 years), focus on toys that build motor skills and imagination. Wooden shape sorters, stacking rings, push-along animals, and soft books are top choices. Avoid electronic toys with flashing lights. Brands like Hape, Grimm’s, and PlanToys are widely available at The Toy Shop and Little Green Sheep. They’re durable, safe, and designed for real play.