London · Soho & Covent Garden

Hamleys

Hamleys isn't just a toy shop-it's a seven-floor playground where staff juggle, demonstrate remote-control helicopters, and show off the latest gadgets.

About Hamleys

Hamleys isn't just a toy shop-it's a seven-floor playground where staff juggle, demonstrate remote-control helicopters, and show off the latest gadgets. The ground floor buzzes with magic tricks and demonstrations, while each upper floor targets different ages: toddler toys on three, Lego and board games on four, craft supplies on five. The basement houses the impressive radio-controlled section where cars race around a proper track.

The experience flows from sensory overload on the crowded ground floor to more manageable browsing upstairs. Staff genuinely know their products and aren't pushy about sales-they're there to entertain. The magic demonstrations draw crowds every 15 minutes, while upstairs feels more like browsing a well-organized department store. The toy soldiers by the entrance and vintage displays give it character beyond typical retail.

Skip the ground floor chaos if you're actually shopping-head straight to floors 2-4 where you can think clearly. The basement RC section is genuinely impressive even for adults, but floors 6-7 are mostly overpriced collectibles. Weekday mornings before 11am offer the best browsing experience, though you'll miss some demonstrations.

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The place

Getting there

Address

188-196 Regent St., London W1B 5BT, UK

Neighborhood

Soho & Covent Garden →

Nearest Metro

Leicester SquarePiccadilly CircusTottenham Court Road

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Good to know

Tips, answered

Enter through the side entrance on Foubert's Place during busy periods-it leads directly to the lifts and skips the ground floor crowds

Most visitors miss the vintage toy museum displays on the mezzanine level between floors 1 and 2-worth a quick look for the history

The Lego section on floor 4 has a pick-and-mix wall that's much cheaper than buying complete sets, and staff will help you find specific pieces

Plan for about 1h 30m.

Hamleys is in the Soho & Covent Garden neighborhood of London. The address is 188-196 Regent St., London W1B 5BT, UK. The area is well-served by metro.

This works well at any time of day, though mornings tend to be quieter. Weekdays are less crowded than weekends.

Comfortable shoes are recommended. Parts are outdoors, so bring a light layer.

Around the corner

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Landmark

Neal's Yard

The courtyard behind Covent Garden's main streets is painted in blues, purples, and yellows. It houses Neal's Yard Remedies, organic cafés, and alternative therapy shops. The colorful facades and window boxes make the area one of London's most popular photo locations.

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Landmark

Cecil Court

Pedestrian alley between Charing Cross Road and St Martin's Lane, lined with antiquarian bookshops, print dealers, and map sellers since Victorian times. This street inspired Diagon Alley and retains its old-world charm with shop fronts unchanged for decades. Specialists include rare theatrical books, vintage posters, and first editions.

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Market

Covent Garden Market

Charles Fowler's 1830s iron and glass market hall contains three connected buildings around a central piazza where professional street performers audition for licenses to perform. The Apple Market in the north building rotates between antiques on Mondays and handmade crafts Tuesday-Sunday, while the east and west buildings house permanent shops from Penhaligon's perfumes to Neal's Yard Remedies. The acoustics under the Victorian canopy amplify every busker and magician, creating a constant soundtrack that either energizes or overwhelms depending on your tolerance. Performers stick to designated spots marked by small plaques, and the quality varies dramatically between the licensed regulars and weekend hopefuls. The upper galleries offer breathing room and better sightlines, but most tourists cluster around ground-level performances. The reality: it's genuinely entertaining for about an hour, then the novelty wears thin and prices become grating. Skip the overpriced restaurants facing the piazza - they're tourist traps. The real finds are in the basement level of the market buildings, where rents are lower and shops more authentic. Early morning before 10am gives you the architecture without the chaos.

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Museum

The National Gallery

The National Gallery holds 2,300 paintings spanning six centuries, displayed chronologically from medieval Italian works to French Impressionists. You'll walk through rooms where Van Gogh's Sunflowers hangs near Cézanne's Bathers, while Turner's seascapes occupy an entire wing. The Sainsbury Wing houses early Renaissance masterpieces including Leonardo's cartoon and Botticelli's Venus and Mars. The layout flows naturally from the 1200s through the 1900s, letting you trace artistic evolution room by room. The main floor can feel overwhelming-each gallery contains 20-30 major works that would headline smaller museums. Audio guides help, but the real pleasure comes from discovering paintings you've seen in textbooks suddenly appearing life-sized before you. Skip the audio guide and download their free app instead-it's more flexible and doesn't tie you to their suggested route. Rooms 34-46 (Impressionists) get packed after 2pm, so start there if arriving late morning. The basement cafe serves better coffee than the ground floor, and coat check is essential in winter since you'll be here longer than planned.

2.5 hoursExplore

Shopping

Liberty London

Liberty London occupies a Tudor Revival masterpiece built from the timbers of two decommissioned Royal Navy ships - HMS Impregnable and HMS Hindustan. You'll find six floors of luxury goods, from the famous Liberty print fabrics that made the store legendary to contemporary fashion, home goods, and jewelry. The building itself is the star, with its Tudor-style galleries, carved wooden details, and a stunning central atrium that feels more like a medieval manor than a department store. Walking through Liberty feels like exploring a luxury cabinet of curiosities. The original caged lifts creak between floors while you browse everything from £300 silk scarves to £3,000 handbags. The fabric department on the third floor showcases archive prints dating back decades, many exclusive to Liberty. Each floor has a different character - menswear occupies darker, wood-paneled spaces while the beauty department sparkles under ornate chandeliers. Don't come here for bargains - a basic Liberty print scarf starts at £95, and most clothing runs £200-800. The real value is in the fabric department where you can buy Liberty prints by the meter (from £45) rather than finished goods. Skip the overcrowded ground floor initially and head straight up to explore the upper floors when they're quieter. The beauty department has knowledgeable staff but prices are standard retail.

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Shopping

Fortnum & Mason

Fortnum & Mason is London's most storied food emporium, serving the royal family since 1707 and perfecting the art of luxury groceries for over three centuries. You'll find everything from £300 hampers packed with foie gras to their famous English Breakfast tea (£8 for 250g), plus restaurants on multiple floors including the elegant Diamond Jubilee Tea Salon. The ground floor food hall is where tailcoated staff still hand-pack preserves and biscuits into those signature eau de nil boxes, while the basement wine cellar holds bottles worth more than most cars. The experience feels like shopping inside a very posh museum - crystal chandeliers hang over displays of crystallized violets, while the famous mechanical clock dominates the Piccadilly facade. Every hour, wooden figures of Mr. Fortnum and Mr. Mason emerge to bow at each other as bells chime. Inside, you'll weave between tourists photographing £45 Christmas puddings and locals casually dropping £200 on artisanal chocolate. The tea counter offers generous samples, and the cheese department will slice anything you want to try. Honestly, most items are overpriced tourist bait, but the tea selection genuinely justifies the premium - their Earl Grey Classic (£9.95) beats anything you'll find elsewhere. Skip the restaurants unless money's no object (afternoon tea runs £58 per person), but do grab a jar of their Piccalilli (£6.95) or English Mustard (£4.95). The Christmas season turns the place into absolute chaos, so visit between January and October for a civilized browse.

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