Gym World, the owners of Magformers, are the official partners in the building and operation of a new Hamleys toy store to be opened in South Korea.

Hamleys and Gym World announced the partnership at a special contract signing ceremony at the British Embassy in downtown Seoul, recently.

Gym World CEO Mr. Kee-young Park, Hamleys CEO Gudjon Reynisson and British Ambassador to Korea, Charles Hay, attended, with Mr Park confirming that his company will choose the site to build the Hamleys store by the end of this year and is considering opening 20 stores nationwide, including in Busan, Daegu, Daejeon and Incheon.

"We know the philosophy, spirit and vision of Hamleys well, so we will create stores which meet its values," said Mr Park after the signing ceremony. "We will reflect our own educational values in our store and make it a role model for the world."

He confirmed Gym World wants to use Hamleys as one of the most important platforms to sell its award-winning range of Magformers magnetic construction toys to the world.

The company already supplies Magformers to Hamleys stores in London, Moscow and Prague.

Gym World Inc. exports Magformers to over 60 countries worldwide and is recognised as the UK’s fastest-growing construction toy, with UK headquarters in Cheshire and more than 340 retail accounts.

Said Magformers UK managing director, David Kelly: “This exciting news underlines the ambition held within Gym World to make Magformers a global superbrand in the toy sector".

“Building such a strong relationship with the iconic retailer will have a hugely positive effect on Magformers in the UK and the rest of the world.”

Founded by William Hamley as Noahs Ark in London in 1760, Hamleys has been well known for selling toys to the British royal family, including the sons and daughters of the Queen Elizabeth II.

Its flagship store on Regent Street covers over seven floors, selling more than 50,000 toys a year. The global toy brand has 10 other outlets in the U.K. and more than 90 stores in 24 countries. It plans to open 16 stores by the end of this year.

November 2016

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