Hamleys opens a Be You boutique at its flagship London toy store

UK toy retailer Hamleys is hoping to attract more Gen Alpha customers to its Regent Street, London store with the launch of Hamleys Boutique: Be You. 

Targeting a broad age range of four- to 14-year-olds, the boutique—which opened on August 15—is intended to serve as a hangout space where young customers can shop for fashionable and kid-friendly products such as jewelry, accessories, nail art and customized friendship bracelets (which have seen a recent resurgence in popularity, thanks to Taylor Swift’s Eras Tour). In addition, Be You also offers costumes from companies like Great Pretenders and Heroes, as well as kids cosmetics brands including Martinelia, Miss Nella and Yummiland.

The strategy behind the boutique concept is a nod to Gen Alpha’s love for creative expression and shopping with friends, explained Hamleys’ head of buying Victoria Kay. Developing their “own evolving sense of style” also serves as “a meaningful social activity” for this demo, she added. 

In a survey published last month by Florida’s HostingAdvice, parents reported that the categories their Gen Alpha kids are most interested in include apparel (44%) and makeup and beauty products (33%), thanks to the growing influence of social media platforms like TikTok.