Toy store Hamleys, founded in 1760, is to open its first standalone store in Europe besides its Regent Street flagship.

The store in Dundrum Town Centre in Dublin is scheduled to open in October, in a three storey site of around 3500 sq m. It has been designed by an in-house team led by group head of visual merchandising and design Colin Morrisey, with agency Chute Gerdeman. It will aim to recreate the "magical and experiential elements of the Regent Street store, promising the ultimate treat for the family," says a Hamleys spokeswoman.

As in the London store, product demonstrators will highight popular products and roaming magicians will entertain shoppers. A special area will cater for pre-school children while a teddy bear park and a puppet area will cater for special interests. Around 60 staff will be employed at the store.