How Sunfish web copywriters created a special story for the Hamleys brand

Screengrab from story page of microsite

About the client

Most people with children, and a good many without, will have heard of Hamleys.

The world-famous toyshop, with its main branch on London’s Regent Street, has been an icon for children and their parents for over 250 years.

What did they want?

When Hamleys wanted to tell its story in a more engaging way than the usual corporate history, they asked Sunfish to help with a special microsite.

How we went about it

We researched the history of the store and, in particular, its founder, William Hamley.

Our aim was not to sell toys, but to evoke the emotions of countless generations of children as they experienced the wonder of Hamleys for the first time.

The writing

The writing style was pure story-telling, engaging the reader fully through sensory language that conjured the store and its place in the nation through good times and bad.

The results

It is hard to quantify the effects of this type of writing, but we were able to insert a few hyperlinks to Hamleys’ current toy lines to encourage site visitors deeper into the online store.

“Everyone here is really pleased with the copy. You’ve got the tone of voice spot on and it really reflects the energy of our brand. Thanks again for your help; you will definitely be top of the list if we have any more copywriting needs!”
Rowan LuckieDirect Marketing Manager, Hamleys of London

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