Its Christmas Toy Parade, taking place on 20 November, will see the street closed to traffic and will feature favourite characters from TV and film, marching bands, festive floating blimps, street theatre, dancers and toy vehicles, accompanied with music from Magic FM.
Following the parade, visitors will get the chance to see some of their favourite characters at dedicated zones along Regent Street. There are also some fun activities for people to join in with, including the Sky Cinema Movie Bus, CBeebies Village, NERF Vault, Power Rangers Power Dome and My Little Pony Bus.
A Hamleys Main Stage will be located outside the toy shop, hosting entertainment from just after midday and welcoming special guests and performers, before an exciting finale at 16.30.
Earlier this year, Hamleys partnered with five-star hotel St James's Hotel & Club to create a VIP experience which included a board game-themed afternoon tea.
For your daily hit of news from the brand experience community, weekly brand and inspiration updates or your monthly trend download, register and subscribe to Event and our bulletins.