The Bear Factory is Hamleys' (the famous toy retailer) first venture outside of its flagship store in London. The store allows customers select and create your own unique teddy bear, where they can name them, give them a voice, buy outfits for them and then take them home.

Visit:
www.thebearfactory.co.uk
www.hamleys.co.uk

Questions:

1. What do you believe to be critical factors in achieving a successful launch for ‘The Bear Factory’ format in Europe?
2. Why do you believe that Hamleys has diversified into this new business venture?
3. Suggest further new product development opportunities for Hamleys, given its core competencies and experience in toy retailing.