Hamleys has announced the launch of its first eBay toy shop, as part of its online expansion plans.

Founded in 1760, Hamleys has become famous worldwide for its bricks and mortar stores, in particular its iconic Regent Street, London shop.

eBay’s 28 million UK customers will now be able to shop for a full range of Hamleys' toys and games.

Over 1,600 product lines will feature on eBay, including Hamleys' top ten toys for Christmas 2020 and its Hamleys own-label range of toys.

The eBay shop currently has an offer of up to 40 per cent off until 22 December.

The overall toys category on eBay has seen sales grow dramatically in the past year, with both new and retro toys proving popular, said the merchant. During Black Friday, sales for toys were up 58 per cent compared to the previous year.

Superheroes and Star Wars dominated the most popular purchases, with Star Wars and Marvel Avengers Lego sets among the most popular.

Hamleys joins the The Entertainer and Early Learning Centre brands who have also recently opened eBay shops.

Murray Lambell, general manager at eBay UK, said: “As the pandemic continues to disrupt the High Street, we’re pleased that we can give iconic brands like Hamleys another online shop window, bringing the magic of their experience in-store to reach the millions of customers we have in the UK and worldwide.”

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