ONE of the oldest and best known toy shops in the world will open a pop-up store at the Metrocentre tomorrow (Thursday, October 22).

Hamleys - The Finest Toy Shop in the World will occupy a 2,000 sq ft space in the Green Mall.

Shoppers are promised a magical toy wonderland, stocked with an array of toys ranging from the traditional to the high-tech, games and puzzles to arts and crafts, famous brands such as Lego, Barbie, Playmobil and LOL – and Hamleys toys including their iconic Hamleys teddy bears.

Hamleys says it will focus on ‘bringing toys to life’ for children and families by actively encouraging children to play with the toys in store or by engaging with expert toy demonstrators.

Sumeet Yadav, chief executive officer - global retail business, reliance brands limited at Hamelys, said: “For 260 years we have welcomed families through our doors for a unique Hamleys experience.

"Now, we are thrilled to be bringing the Hamleys magic to our newest location, Metrocentre, and put a smile on the faces of all those who visit us here in the North East.

"At Hamleys, it’s not just about toys, it’s about creating lasting memories for children and adults of fun and joy, and the toy is a bonus."

The new pop-up store follows the recent opening of NEXT Beauty & Home which took over the former Debenhams store with a beauty, home and women’s lifestyle offering which includes big name brands such as Benefit, Estee Lauder, Tom Ford and Dermalogica.

Suit Direct also opened its flagship store at Metrocentre in October offering a boutique, customer-focused shopping experience with well-known brands Marc Darcy, Ben Sherman and Antique Rogue, all available at the men’s clothing store.