Hamleys unveils new slime creamery experience at its Regent Street store

Marvin's Magic has partnered with Dope Slimes to introduce a colourful new attraction at London's famous toy shop, allowing children and families to create their own ice cream inspired slime creations.

Hamleys has welcomed a new interactive attraction to its flagship Regent Street store, with the opening of Marvin's Slime Creamery ahead of the Christmas shopping season.

Created by British entertainment brand Marvin's Magic in partnership with Dope Slimes, the experience allows visitors to design personalised slime creations inspired by the appearance of traditional ice cream.

Located on the third floor of the London toy store, the attraction combines colourful scented slimes with decorative toppings, sprinkles and charms, offering families an opportunity to create something they can take home.

The launch also marks an international expansion for Dope Slimes, with Hamleys becoming the only location outside the United States currently offering the brand's products and creamery experience.

A new attraction for families

Designed to resemble an ice cream parlour, Marvin's Slime Creamery replaces traditional flavours and toppings with scented slimes in a variety of colours and textures.

Visitors can select their preferred slime, choose decorations and assemble their own creations, combining sensory play with an element of personalisation.

The concept builds on the popularity of slime products among younger consumers, turning what is ordinarily a packaged toy into an interactive retail experience.

For Hamleys, the attraction adds another activity to a store already known for its live demonstrations and family entertainment.

Tom Hudson, chief executive of Marvin's Magic, said the opening had been timed to coincide with the busy Christmas shopping period.

"We are absolutely delighted to launch Marvin's Slime Creamery at Hamleys, Regent Street, just in time for the busy Christmas shopping season."

He described Hamleys as a natural home for the concept, pointing to its longstanding reputation for entertaining families from around the world.

"We are excited to deliver a fun, vibrant and personalised experience where slime fans can get creative, make something uniquely their own and, most importantly, create lasting memories with their families."

Hudson added that the initial customer response had exceeded the company's expectations.

Building on a longstanding partnership

Founded in 1987 by magician and entrepreneur Marvin Berglas, Marvin's Magic has been a familiar presence in toy stores for nearly four decades.

The company is best known for its magic sets, live demonstrations and interactive entertainment, with Hamleys among the retailers associated with its products.

The Slime Creamery represents a further expansion of the brand's activities beyond traditional magic products into interactive play experiences.

Keane Herman, Head of UK Retail at Hamleys, welcomed the addition.

"We have been a go-to destination for slime fans for some time and it has been fabulous to see the Marvin's team elevate the whole experience with fun, style and beautiful creative design."

Herman described the new creamery as London's leading slime attraction.

Hamleys prepares for the Christmas season

The opening comes as London's Regent Street prepares for one of its busiest retail periods of the year.

Founded in 1760, Hamleys has developed from a London toy shop into an international retailer, operating 175 stores across 12 countries.

Its flagship location remains a popular destination for families and visitors, with interactive demonstrations forming an important part of the shopping experience.

The introduction of Marvin's Slime Creamery reflects the increasing emphasis on activities that encourage customers to spend time in physical stores, rather than simply purchasing products.

By allowing visitors to create personalised items, the attraction offers an experience that extends beyond conventional toy shopping.

Marvin's Slime Creamery is now open daily on the third floor of Hamleys, Regent Street, London.

No advance booking is required, with visitors able to attend and take part during the store's opening hours.