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Hamleys chooses Jordan after Europe.

Under the patronage of James Watt, the British Ambassador to Jordan, Hamleys, iconic UK toy retailer, has announced that it will inaugurate its first store outside Europe, choosing Amman, Jordan as its debut in the Middle East.

The announcement took place during a major press conference that was held on Tuesday 10th June 2008, and was headed by the British Ambassador to Jordan James Watt, Jordan Hamleys CEO Mr. Imad Bukhari, and Hamleys UK Trading Director Mr. Paul Currie.

London's landmark has secured for itself a prominent location on Mecca Street in the capital Amman. Comprised of a three-story structure, Hamleys Jordan is due to open its doors next week to the young nation, offering thousands of different toys and gifts for all ages, including a wide range of classic favorites, as Hamleys' branded soft toys and animals, pre-school toys, family and travel games, outdoor activity tools, educational toys, arts and crafts.

James Watt, the British Ambassador to Jordan stressed on the importance of the growing bilateral relationship between the UK and Jordan saying: "As the most recognized toy store in the world, the launch of Hamleys in Jordan will most certainly be considered as a distinguished mark in the history of retail investments in the Kingdom."

For his part, Mr. Currie said: "We are delighted to bring the magic of Hamleys to such a great country. Opening Hamleys outside Europe for the first time is a very big step for us, and we chose Jordan for its strategic location in the region and for the stability and prosperity that distinguish it. We are looking forward to receiving positive feedback from the customers. This is a vibrant country and we can't wait to be part of the action."

"We feel proud and pleased to have been chosen by Hamleys London as their first debut outside Europe. Hamleys will help create an exposure for the Jordanian market internationally and regionally," said Mr. Bukhari.

"Hamleys is renowned worldwide as one of the finest retailers for toys; we are all very excited. We are aiming at having Hamleys offer customers an enchanting experience not only for the kids but also for the whole family," added Mr. Bukhari.

Founded in 1760 by Cornishman William Hamley, Hamleys has been a London tradition for almost 250 years. Today, Hamleys' Regent Street flagship with its seven storey store attracts five million visitors a year and has developed an international reputation for its magical atmosphere, choice of products and spectacular window displays.

The arrival of Hamleys to Jordan will be part of the famous toy store's ambitious plans to grow the brand further through franchise stores in territories such as Dubai, China and India. Three stores are currently operating in Denmark.

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Publication:Albawaba.com
Geographic Code:7UNIT
Date:Jun 11, 2008
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