UK, Nigerian firms seal franchise deal on toy business

World’s famous British toy shop, Hamleys, has officially announced the signing of the development agreement for the Hamleys franchise in Nigeria with Smartmark Limited. 

The first toy shop, which will open in Lagos this summer, will include thousands of quality approved toys and all the brand’s iconic features including opportunities for children to play, engaging store design, expertise in service and amazing toy demonstration.

Chairman of Smartmark Limited (Hamleys Franchise Partner in Nigeria), Yakubu Gobir, said, “this is going to be the first real toy store in Nigeria. Smartmark are pioneers in new store launches in Nigeria and we are really excited about Hamleys and its unique experiential retailing.”

He added that Nigeria represents one of the best growth opportunities to international brands on the African continent.Also, the Chief Executive Officer of Hamleys of London, Gudjon Reynisson, said: “I am really looking forward to bringing the Hamleys magic to the children and families of Nigeria. Smartmark have extensive experience of international brands and retail in Nigeria. I am sure they will be successful and our stores well received.

“We are looking forward to supporting Smartmark’s team, as are our partners in the toy industry and those we work closely with on international relations at the Department of Industry,” Reynisson added.

Also at the event, the International Trade Minister for the UK, Mark Garnier, said: that “From teddy bears to the latest action figures, children all over the world enjoy toys from the iconic British brand, Hamleys. The UK is one of Nigeria’s largest investors and the opening of this new Lagos store will add Hamleys to the list of nearly 120 UK companies already doing business in Nigeria.

“Hamleys’ expansion into the Nigerian market is more than just child’s play – Lagos is a major financial centre of Africa, with the highest GDP on the continent and an expanding middle-class market. For other British businesses looking to make the most of global demand for British goods and services, the government is committed to helping all UK companies fulfill their exporting potential”, he added.