British toy retailer Hamleys has launched its first store in Kuwait, at The Avenues mall, in partnership with the Middle East Retail Group.

Spanning more than 1170sqm, the new store features more than 10,000 toys from over 100 global brands. The launch combines retail with entertainment through interactive play zones, live demonstrations and theatrical performances.

The Kuwait location is Hamleys’ ninth store in the GCC, strengthening its growing presence in the Middle East following earlier entries into the UAE and Qatar.

Hamleys, founded in 1760 by William Hamley, has been expanding its presence in recent years, with new openings in cities such as Milan, Rome, and Doha.