House of Fraser Announces New Toy Collection by Hamleys

LONDON, December 14, 2010 - House of Fraser, the premium department store is has introduced a toy
collection from Hamleys online at houseoffraser.co.uk. The world's most
famous toys store now offers a jam-packed collection that is full of
specially selected toys made up of Hamleys own-brand and other favourite toy
brands of popular toys and games for customers to purchase from the House of
Fraser website.

Founded by William Hamley in 1760, Hamleys (
www.houseoffraser.co.uk/on/demandware.store/Sites-hof-Site/default/Search-ShowBrand?brand=Hamleys&fromBrand=Hamleys)
currently operates out of its
famous flagship store in London's Regent Street, airport stores, online at
hamleys.com and a few concession stores in Denmark. The expansion is part of
the Hamleys strategy to build a strong presence outside London, both in the
UK and internationally.

Hamleys has quickly developed an international reputation for choice,
quality and innovation. Almost two and a half centuries later, Hamleys is
proud to continue that tradition with toys (
www.houseoffraser.co.uk/Toys/427,default,sc.html) that provide magic,
entertainment and educational value.

True to form, the retailer renowned for its magic, theatre and
entertainment will offer an extensive range of toys online at
houseoffraser.co.uk. Parents have the opportunity to buy children's Christmas
gifts along with thousands of other items which include fashion and homeware.

Among the toys on offer from Hamleys are colour magic pens, jitter ball,
easy rider and tube train, a mini basketball set, binoculars and a draughts
board game for juniors. The collection boasts toys for boys (
www.houseoffraser.co.uk/on/demandware.store/Sites-hof-Site/default/Search-ShowBrand?brand=Hamleys&fromBrand=Hamleys#brandProds)
and toys for girls so friends and family can find something that is suitable
for any occasion.

Customers can find Hamleys toys (
www.houseoffraser.co.uk/on/demandware.store/Sites-hof-Site/default/Search-ShowBrand?brand=Hamleys&fromBrand=Hamleys#brandProds)
online at houseoffraser.co.uk.

About House of Fraser:

House of Fraser is a department store group with 61 enviable locations
across the UK and Ireland and a fully transactional website. As one of the
best known names on the high street, House of Fraser has presented customers
with an unrivalled nationwide department store for more than 160 years. The
company was acquired by the Highland consortium in November 2006 marking the
beginning an exciting new chapter in its history. The group has annual sales
in excess of GBP1.25bn and employs 6,500 House of Fraser staff and 10,000
concession staff through 5 million sq ft of selling space.
HouseofFraser.co.uk launched in 2007 and currently boasts over 850 brands and
125,000 individual products.

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    House of Fraser media contact:

    Amy Jayne Rountree
    Social Media and Online PR manager
    House of Fraser
    27 Baker Street
    London
    W1U 8AH
    +44(0)207-003-4096

    www.houseoffraser.co.uk

House of Fraser media contact: Amy Jayne Rountree, Social Media and Online PR manager, House of Fraser, 27 Baker Street, London, W1U 8AH, +44(0)207-003-4096