Click here to download this press release in PDF format. April 4, 2007 Contact: Jodi Backes Public Relations Coordinator (614) 469-1001 jbackes@chutegerdeman.com Agency Contact: Karen Schaffner Corporate Image Consulting (678) 579-9906 schaffner@direcpath.tv Chute Gerdeman to Design New Hamleys Prototype LONDON—Chute Gerdeman Retail, the Columbus, OH (U.S.A.)-based retail design firm that has received numerous awards for its design leadership, has been retained by Hamleys, the iconic British toy retailer, to design a new prototype store concept. The location for the 30,000-35,000-sq. ft. prototype store has not been announced, but it will be a “global” franchise location, according to Chute Gerdeman Principal Denny Gerdeman. The store is expected to open in 2008. Upon completion of the prototype design, Chute Gerdeman also will translate the concept to Hamleys’ 54,000-sq. ft. Regent Street flagship store. “We are extremely excited about our international expansion plans,” said Hamleys’ Trading Director Paul Currie, “and it is of primary importance for us to ensure that we are providing customers across the globe with a fantastic Hamleys experience. A significant part of this will be maximizing impact and revenue from our extensive and unique Hamleys own brand products. “We can’t wait to begin making our mark on international territories and creating an even more exciting and experiential offering on Regent Street!” Founded in 1760, Hamleys has been a London tradition for close to 250 years. When William Hamley first opened his toy shop, Westminster Bridge had just opened to traffic—horses and carts. Even gas lights would not illuminate the city’s streets for another half a century. In the years since, Hamleys has developed an international reputation for choice, quality and innovation. Today, Hamleys’ iconic Regent Street flagship store has developed an international reputation for its magical atmosphere, choice of products and spectacular window displays. With ambitious plans to further grow the brand through global expansion, Hamleys’ magic will be delivered throughout the world. “Effectively translating and communicating the Hamleys brand essence and identity into a new prototype environment is an exciting opportunity for Chute Gerdeman,” said Gerdeman. “We look forward to creating a retail environment that is both experiential and innovative, while retaining the powerful history behind the Hamleys brand.” “We are delighted to have appointed Chute Gerdeman Retail to convey Hamleys’ brand values of magic, theatre and entertainment within our retail environment in Regent Street and abroad,” said Currie. About Chute Gerdeman Retail Since 1989, Chute Gerdeman Retail, based in Columbus, OH, has created retail brands, their identities, their environments, and every other customer touch point, including brand communication materials, merchandising fixtures, and packaging. The firm’s client list includes: M&M’S® (Mars), Target, Levi Strauss, 7-Eleven, Sheetz, Chili’s, Einstein Brothers Café, KFC (Japan), Marriott Vacation Club Resorts, Smithsonian, Kohl’s, Club Libby Lu, Pepsi-Cola, CompUSA, Nationwide Arena, Philips Arena and Lowe’s. In 2006, the firm was voted "Designer of the Year" by readers of DDI (Display & Design Ideas) magazine in addition to the numerous awards it has received for design leadership. The company’s work for M&M’S World® Orlando was recently recognized as "International Store of the Year" by the Institute of Store Planners, a professional design organization. For more information, go to www.chutegerdeman.com