Hamleys Regent Street has unveiled its newest retail space, dedicated to gaming. The purpose-built 3,000 ft space, located on the lower ground floor, offers 13 interactive zones to explore, and will house the latest consoles, bestselling games and accessories from brands including Xbox, Nintendo, Razer and more.

The highly immersive area – the only dedicated multi-brand gaming space in London – features a ‘Pit Stop’ Racing Area, Razer laptops and other state of the art tech, showcasing BAFTA Games Awards winner ‘Forza Horizon 5’, ‘Fortnite’, ‘Gran Turismo 7’, ‘Rocket League’ and ‘Minecraft’.

Hamleys Gamers will be on hand every day to give their tips and tricks on how to win points, level-up and become a gaming champion.

“It’s hugely exciting to be able to open a dedicated area to gaming within Hamleys and become a serious player in the category, bringing the ‘online’ in-store, and giving customers the innovation they come to Hamleys for,” says Sumeet Yadav, CEO, Hamleys. “Unveiling this space gives us the opportunity to deliver the very best in products, knowledge and experiences in the gaming sector. We look forward to taking this area from strength to strength, partnering with the best in the gaming industry and becoming the hottest launchpad for the next innovation in gaming.”