01 · The partnership
The world's oldest toy shop. Brought into the rhythm of an Indian childhood.
Hamleys opened on Regent Street in 1760. In India, under Reliance Brands, it became something different. A destination, not a shelf. A place a child asks to be taken to.
Yellow leads the social-led creative system across seven theatres of the brand, the retail experience and the wall art that lives inside the store, the IP pop-ups that turn a floor into the world a child has seen on screen, the celebrity campaigns that anchor the brand to families India recognises, the seasonal calendar of Indian celebrations, the AI and CGI films that keep the social grid alive, the OOH that pushes the work into the city, and the sale system that holds the brand line through every discount window.
What follows is the work, theatre by theatre.
Hamleys Play* · In-store mural
