Star Wars Day the Hamleys Way
Who is Hamleys?
Hamleys is one of the world’s most famous toy retailers, with a history that dates back to 1760. The brand began in London and has grown into a global name associated with play, imagination, and entertainment. Its flagship store on Regent Street, London, attracts visitors from across the world each year.
The store offers far more than traditional retail. Live demonstrations, interactive displays, and themed zones create a lively atmosphere throughout the building. This focus on experience makes Hamleys a natural setting for character-led events and immersive entertainment.
Stage One: The Brief
Our brief centred on providing Star Wars characters to entertain guests at the Hamleys London store. The event took place on 4th May 2026 for the much-loved “May the Fourth” to celebrate Star Wars Day the Hamleys Way. The client wanted an experience that would appeal to fans of all ages.
We designed the activation to blend seamlessly with the store’s daily operations. Performers needed to move through busy floors while maintaining strong character presence – they did this with the use of service lifts located throughout the building. Interaction, visibility, and energy all played a key role in shaping the delivery.
Stage Two: Hamleys Galactic Extravaganza
The day began with the iconic Hamleys opening ceremony. A special guest rang the magical Hamleys Bell, signalling to all of London that the store is open for the day. This moment set an energetic tone and drew attention from passers-by on the busy Regent Street.
Inside the store, guests explored the new dedicated permanent Star Wars Fan Zone located on the fourth floor. A free LEGO Star Wars “Make and Take” activity allowed visitors to build and keep their own miniature model. Throughout the day, our characters moved across the store, posing for photos, dancing with guests, and creating memorable moments.
Stage Three: The Characters
A strong line-up of recognisable characters formed the heart of the experience. Chewbacca brought warmth and humour with his larger than life stature, while Darth Vader delivered a commanding and dramatic presence. A Stormtrooper added energy through playful interaction with guests.
The Mandalorian completed the group, often seen carrying Grogu as he explored the store. Each character maintained a clear identity, which helped build believable and engaging encounters. Together, they created a balanced mix of light and dark side personalities – ideal for celebrating Star Wars Day the Hamleys Way.
Stage Four: The Guests
Visitors responded with excitement and curiosity from the moment the characters appeared. Many guests took photos and selfies, with some playfully pledging allegiance to the dark side. Others chose the path of light, creating fun and memorable interactions.
Crowds gathered near the main entrance as the day progressed. Music and movement encouraged guests to dance alongside the characters. Gold confetti cannons added a final burst of spectacle, leaving a lasting impression on everyone involved.
If you are interested in including Star Wars entertainment at your next event you can find out more information on our Star Wars Characters page. Alternatively if you have your own ideas in mind and would like to discuss a custom package created just for you – feel free to drop us a message on our Contact page.
“The event went really well, and the performers were amazing at the event!”
– MICHELLE LEUNG
Hamleys of London, Events & Marketing Assistant