Hamleys has unveiled a new boutique concept called ‘Boutique: Be You’ at its flagship Regent Street store in London.
The toy specialist’s space has been “designed to create a space where 4 to 14-year-olds can hang out with friends, dress up, be creative, feel inspired, explore and have fun”, located on the store’s 2nd floor.
Offering items including hair accessories, child-friendly cosmetics and nail art, dressing up outfits, and jewellery, Hamleys said the boutique is “a response to Gen Alpha’s curiosity for ways to express themselves and develop their identity through play”.
Hamleys head of buying Victoria Kay said: “Research shows that children as young as four years old possess a profound sense of self-awareness.
“In fact, unlike generations before them, over 90% value their individuality and authenticity, and feel it’s important to be totally themselves. Toys and products that allow them to explore their identity and bond with others through play are vital for the next generation.
“Young children today are also hugely socially aware. They love to shop together with friends; sharing ideas, creative expression and developing their own evolving sense of style is a meaningful social activity,” she said.
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