In an age where algorithms dominate attention and data defines decisions, marketing for children requires something deeper than strategy. It requires ethics, emotion, and empathy. At Hamleys, the world’s oldest and most iconic toy retailer, celebrating its 265th anniversary this year, our mission goes far beyond entertainment. We exist to protect imagination.
Parents: The true audience
Every parent who steps into Hamleys carries the same instinct, to protect what they love most. Their child is not a consumer, but a treasure. That truth changes everything. Marketing in this field is not about driving impulsive sales it is about earning trust through emotion and authenticity.
When a parent
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