HAMLEYS is to open its first ever store in the south coast in a Southampton shopping centre.

The world’s oldest and largest multinational toy retailer has announced today that they new store is to open in Westquay this month.

Set to open in mid-May, Hamleys’ new 18,000 sq ft store is located on level three by Next and Paperchase.

As well as creating ten new jobs for the area, the location promises to transport customers to a world of theatre and fun.

Across the store, children will have their pick from a wide range of top brands, from the iconic Hamleys bears to super speed racing cars, Barbie and LOL dolls, plus all the classic family favourites.

Mr. Sumeet Yadav, Chief Executive Officer at Reliance Brands Limited said: “We are delighted to open at Westquay - Hamleys’ 22nd store in the UK.

"Every year more than 10 million families visit us across the world for a unique Hamleys experience where we bring to life many Worlds of Play.

"Every visit to Hamleys is a reward in itself, the toy purchase is a bonus for the child. I am sure children will build lasting memories of fun and joy while adults will relive memories of their childhood at Hamleys in Southampton”

Founded in 1760, Hamleys has been creating magic for over 260 years.

Today, there is always something to see, from crazy flying drones to giant bubbles floating through the store.

Customers may even get to meet Hamleys’ regulars, Ragdoll or Toy Soldier.

Hamleys is the second leading brand signed to Westquay so far this year, with luxury fashion retailer FLANNELS to join the line-up this autumn.