BusinessHamleys hires theme park specialist to spruce up storesGetting animated: Hamleys' new collaborator has worked on the Wallace and Gromit ride at Blackpool Pleasure BeachAardmanJoanna Hodgson4 December 2015The new owner of Hamleys is wasting no time in revamping the 255-year-old toy shops chain, with plans unveiled for new theme-park entertainment in its stores.Hamleys is partnering with a design-and-build specialist, who has worked on projects including the Wallace and Gromit ride at Blackpool Pleasure Beach.A five-year agreement with Yorkshire-based Paragon Entertainment will help create attractions and interactive experiences across some of the London-founded toy giant’s 62 shops.Hamleys ventured into the retail and attractions business in March when it opened a new shop in Moscow, featuring a go-karting track and full-scale replica of the Millennium Falcon made famous in Star Wars.Paragon’s boss Mark Pyrah said the concept “has an incredible and sizable future worldwide”.Read MoreWH Smith hire turnaround veteran with package that could be worth £25mBlue Posts boss: If opening a pub becomes so risky, people just won't do itCulpeper pub boss: Rates system is not fit for purpose — and not fairSponsoredThe best destinations and activities to book this winterChinese footwear company C.banner bought the British toys institution for £100 million from the UK arm of French toys group Ludendo last month.Hamleys said the attractions add opportunities for “even more excitement” when visiting its stores.MORE ABOUTRetailHamleys
