Hamleys reviews PR and considers change of policy

Toy store Hamleys is reviewing its PR needs as the firm considers hiring its first retained consumer agency.

Hamleys, which this week was the subject of a possible takeover by Nordic firm Baugur, has previously hired consumer PR agencies on a project-by-project basis only, but is considering a change of policy.

The toy giant stressed the review was at a very early stage and ‘may or may not’ change its agency relationships.

‘We are assessing what we’re doing, but at the moment this

is very early days,’ said PR manager Eva Saltman.

The firm currently uses a small number of agencies for project work, including Colman Getty.

Saltman said one option under consideration is to merge comms for the group’s three brands: The English Teddy Bear Company, The Bear Factory and Hamleys.

Part of this decision could see an agency retained to handle PR for all three. ‘It may make sense that everything is handled in the same way,’ said Saltman.

While Hamleys has not retained a consumer agency in the past, it has used City PR firm Brunswick for financial comms over the past seven years.

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