Duration
1h 30m
Best Time
Any time
Price
€€€
Walking
Minimal walking
About Hamleys
Hamleys isn't just a toy shop-it's a seven-floor playground where staff juggle, demonstrate remote-control helicopters, and show off the latest gadgets. The ground floor buzzes with magic tricks and demonstrations, while each upper floor targets different ages: toddler toys on three, Lego and board games on four, craft supplies on five. The basement houses the impressive radio-controlled section where cars race around a proper track.
The experience flows from sensory overload on the crowded ground floor to more manageable browsing upstairs. Staff genuinely know their products and aren't pushy about sales-they're there to entertain. The magic demonstrations draw crowds every 15 minutes, while upstairs feels more like browsing a well-organized department store. The toy soldiers by the entrance and vintage displays give it character beyond typical retail.
Skip the ground floor chaos if you're actually shopping-head straight to floors 2-4 where you can think clearly. The basement RC section is genuinely impressive even for adults, but floors 6-7 are mostly overpriced collectibles. Weekday mornings before 11am offer the best browsing experience, though you'll miss some demonstrations.
Insider Tips
Enter through the side entrance on Foubert's Place during busy periods-it leads directly to the lifts and skips the ground floor crowds
Most visitors miss the vintage toy museum displays on the mezzanine level between floors 1 and 2-worth a quick look for the history
The Lego section on floor 4 has a pick-and-mix wall that's much cheaper than buying complete sets, and staff will help you find specific pieces
Getting There
Address
188-196 Regent St., London W1B 5BT, UK
Neighborhood
Soho & Covent GardenNearest Metro
Skip the queue: Book tickets online to avoid the ticket line.
Frequently Asked Questions
Plan for about 1h 30m.
Hamleys is in the Soho & Covent Garden neighborhood of London. The address is 188-196 Regent St., London W1B 5BT, UK. The area is well-served by metro.
This works well at any time of day, though mornings tend to be quieter. Weekdays are less crowded than weekends.
Comfortable shoes are recommended. Parts are outdoors, so bring a light layer.
Nearby in Soho & Covent Garden
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