Qatar Duty Free (QDF) has opened a new Hamleys store at Hamad International Airport (HIA) featuring a wide range of toys and exclusive merchandise.

The new store also offers a selection of items from top brands, such as Barbie and L.O.L. dolls, as well as “all the classic family favourites” one would expect from the much-loved British toy emporium, which is sure to be a hit with families travelling through the hub.

Shoppers can also find a selection of Hamley’s original merchandise at the store, including the coveted Hamley bears.

It marks the latest in a flurry of new openings at the airport as QDF presses forward with plans to almost double its retail ahead of the FIFA World Cup Qatar 2022, as previously reported.

“We are delighted to open the first Hamleys store alongside an extensive selection of launches coming soon at Hamad International Airport,” said Vice President, Qatar Duty Free, Thabet Musleh.

“At Qatar Duty Free, we always focus on brands that offer our passengers a unique and exciting experience; and we look forward to welcoming families and children to build lasting memories of fun and joy at Hamleys; a globally recognised name and a welcomed addition to the World’s Best Airport.”

For the grand opening, passengers were greeted by life-sized mascots of Hamley and Hattie Bear and invited to join in the fun by immersing themselves in the magical world of Hamleys.

There were engaging activities for all ages, such as a marching band, a clown magician, a balloon twister booth and a photo booth.

Guests were served branded Hamleys cookies and received gift bags containing a selection of the store’s best sellers.

“Hamleys has always been about offering magical experiences,” said Sumeet Yadav, CEO, Hamleys.

“In everything we do, we hope for only one reward – a child’s smile. And what better way to gift families unforgettable memories than at the Qatar Duty Free that’s bustling with celebration at the cusp of the FIFA World Cup.

“Finding the perfect toy under the tree is now extra special with our updated store concept, designed to be perfectly insta-worthy.

“Presenting an atmosphere of interaction for young minds, this store includes Hamleys Room Of Wonders and new periscopes that’s sure to transport consumers to every part of the Hamleys universe.”

As the Official Airport Partner for the FIFA World Cup Qatar 2022, HIA is working hard to create memorable experiences for travelling fans from across the globe.

The hub is preparing to boost its capacity to welcome over 58 million passengers per year.