What's inside the new Hamleys flagship store in BGC?
From a Lego Playlab to a Barbie salon and RC racetrack, the new store is designed as a destination for family fun
Published Jun 5, 2026 07:12 am
Toy stores continue to hold a certain kind of magic. For many adults, they are reminders of childhood afternoons spent wandering aisles and discovering something unexpected. For children, they remain places where their imagination and creative juices can run free.
Inside Hamely's new store in Bonifacio High Street (Photos: SSI Group Inc.)
With Hamleys’ newest flagship store at Bonifacio High Street in Taguig City, that sense of wonder is being reimagined for a new generation of families—one where shopping becomes part playtime, part adventure, and part memory-making.
Occupying 530 square meters in one of Metro Manila's busiest lifestyle districts, the store marks the brand's second location in the Philippines. This signals a larger expansion for the retailer, which has built its reputation around turning toy shopping into an experience.
Unlike traditional retail spaces where products line shelves, the new Hamleys store encourages families to stay, explore, and play. Visitors are welcomed by the brand's signature red-and-white interiors, alongside larger-than-life installations designed to spark curiosity from the moment they enter.
At its store opening last May 30, Saturday, guests were treated to character parades, face painting, performances, giveaways, and meet-and-greets. An immersive London double-decker bus inspired by the retailer's British roots quickly became a favorite photo spot among shoppers.
Children also explored dedicated play zones such as the Lego Playlab and Ralleyz, an RC racetrack where they could put their driving skills to the test. The Barbie Zone, an interactive space that combines a children's boutique with beauty, nail, and accessory stations where young visitors can experiment with different looks.
A lot of the guests also lined up at the Build-A-Bear area where they got to bring home their very own stuffed toy and dressed them up, too!
Placed around the store are familiar Hamleys characters, including Hamley and Hattie Bear, the toy soldier, circus ringmaster, and rag doll, creating moments of surprise for children and nostalgic adults alike.
"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 in a statement. "Manila's vibrant and dynamic spirit, its 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."
Since arriving in the Philippines in 2014 through SSI Group, Hamleys has become a familiar destination for families looking for gifts, collectibles, and childhood favorites. This latest flagship takes that concept further by creating a space designed as much for memory-making as it is for shopping.
"Hamleys has been a cherished destination for families in the Philippines since its arrival in 2014," said Anthony T. Huang, CEO and President of SSI Group, Inc.
The new flagship serves as a haven for play, where children can discover new favorites and parents can revisit a little of the wonder they remember from growing up.