A Gruffalo-themed storytelling event at Hamleys’ flagship store in London’s Regent Street on 16 October marked the launch of tonies® at Hamleys. Attended by celebrity guests, tonies® fans and prize winners, the event also celebrated recent NDA data revealing tonies® to be the fastest-growing toy in the overall UK market.

Ten tonies® fans and their families won tickets to attend. Hosting the event was podcaster and bestselling author Giovanna Fletcher and YouTube sensation, Sky TV Wonder Raps star MC Grammar. A guest list of high-profile parents including Vogue Williams, Binky Felstead, Ali Bastian and Perri Edwards were also in attendance.

The star of the show was a giant, larger-than-life Toniebox

MC Grammar captivated the audience of children with his own brand of edutainment; rapping his infamous ‘World Book Day’ song and reading Julia Donaldson stories and songs. Meanwhile, Giovanna Fletcher surprised everyone by playing the leading part of a Room on The Broom production with kids from the audience. Excited fans left with cherished memories along with bumper goody bags full of tonies® treasures and Gruffalo gifts to mark the occasion.

With tonies® now stocked at Hamleys, the new partnership tops off a successful year for the magical storybox. Commenting is Pinky Laing, partnership & PR manager at tonies®. “We are so proud of our new partnership with prestigious toy store Hamleys. I remember running around Hamleys as a child, and so to see our products being stocked on the very same shelves is a dream come true.

“Working with Hamleys to create our new tonies® display in-store has been amazing. The team have been an absolute joy to work with, and just like excited kids, we are all looking forward to Christmas.”