Hamleys, the world's oldest and largest toy store, has arrived in Beijing.
The 256-year-old British toy retailer marked the December 23 opening of its largest toy emporium worldwide with an exclusive parade just in time for the beginning of the Christmas festivities.
With a floor space of 10,700 square metres, it is double the size of Hamleys London flagship store and spans five floors in Beijing’s bustling Wangfujing shopping district. It is a veritable emporium of childhood joy (at a hefty price).
Inside, we found childhood classics, such as Peppa Pig, Nerf, Disney and My Little Pony, alongside its own signature Hamleys teddy bears and tin soldiers. There's also a 240 square metre Lego exhibition, which just happens to be China’s largest Lego display ever.
Hamleys is not just a toy store, it's a Beijing toy store, and as such comes packed with an array of lifestyle add-ons. There's a VR experience, a Nerf shooting range and even a ball pit. There's more than can really be summed up in words – so go check it out for yourself or gawp at these photos of childish, consumerist delight.