The toy store has signed deals with Nickelodeon, Cartoon Network, Warner Bros, Paramount, Hit Entertainment, Chapman Entertainment and Jetix for popular characters from their shows to feature in its daily toy parades.

The head of Hamleys planning Matt Webb, said the Cartoon Crazy events will be a six-week celebration of ‘all things animated’, culminating at Easter with about 50 TV characters in-store at the same time. 

The debut TV campaign which will be released this autumn is to mark its 250th anniversary, and is seeking a top-line sponsor to support the celebrations. Webb said that the company is in talks with several potential sponsors, but is still on the look out for others.

The 18-month campaign will encompass two Christmas selling periods and include print, radio, online and direct activity, in-store events and pro-motional projects.

The wide-eyed children filling Hamleys today share something very special with the founder of the store – A love of toys, and this had been a continual part of the business since the idea was first set up in 1760 by William Hamley.