| In the
week prior to the start of the 2004 FIA Formula One World Championship, the
BMW WilliamsF1 Team today announced a groundbreaking new commercial
partnership with Hamleys – “The finest toys in the world.”
The commercial alliance, signed
today at Hamleys’ flagship store in Regent
Street, London, marks a major initiative by the world’s finest toy brand to
internationalise its operation. Hamleys, a private company since 2003
following a successful management buyout supported by the Icelandic retail
investment company, Baugur, has ambitious plans to take its famous brand
into markets across the US, Europe and Asia in a series of commercial
partnerships with high quality retailers, concentrating on the unique range
of Hamleys own brand toys and gifts.
Baugur’s Chief Executive, Jón
Ásgeir Jóhannesson said, “Hamleys is the most
famous toy store in the world. I am delighted to be able to support the
company’s management to maximise the strength of this brand, in particular
by supporting their international expansion plans. A key part of our plans
for Hamleys is to take the Hamleys experience to the four corners of the
world.
“The global dimension to Formula One, and in particular the BMW WilliamsF1
Team relationship provides a strong platform on which to build our
international
expansion. The agreement also provides an important opportunity to build
Hamleys range of own brand toys and gifts,” he concluded.
The sponsorship partnership
is unique insofar as it offers traditional benefits as
well as a licensing agreement, providing Hamleys with an extensive
opportunity to develop ranges of own-brand Formula One toys.
Hamleys Chief Executive John
Watkinson explains, “Hamleys’ ambition to
leverage its considerable global brand value is well established. Our
partnership
with the BMW WilliamsF1 Team will offer significant global coverage for the
Hamleys name. Together, we will also seek to develop a new and exciting
range
of WilliamsF1 merchandise which will be available through Hamleys own
channels and through the partnerships which we are developing across the
world.”
Frank Williams, the BMW WilliamsF1 Team Principal said, “I am delighted that
we have been able to offer a relevant sponsorship opportunity to such a
prestigious brand, and I hope our partnership makes a valuable contribution
to Hamleys’ ambitious retail strategy.”
Hamleys ubiquitous brand
identity will be visible on the WilliamsF1 BMW FW26s of Juan Pablo Montoya
and Ralf Schumacher to be raced throughout the 2004 season, commencing this
weekend at the Australian Grand Prix in Melbourne. |
