Step into Hamleys’ Jingle Town Fair, where Christmas magic comes to life

There’s a moment every December when the list of “fun festive things to do” starts to feel like work. If you’d rather skip the queues, the spreadsheets and the fake snow, Hamleys might be your Christmas sanity-saver.

This year, the world’s most famous toy shop is turning its Regent Street store in London into Jingle Town Fair - a full-on festive takeover with parades, dancing elves, live shows and enough sparkle to power Santa’s sleigh. 

Running every day from 7 November, it’s exactly the kind of outing that reminds you why Christmas with kids is actually brilliant (if mildly chaotic). And the best part? You don’t need to book activities - just walk in, join the fun and let the magic unfold. 

What’s on at Hamleys Regent Street this Christmas?

From singalongs and snowfalls to elves in full festive flow, there’s something happening at every turn inside Hamleys this season. Here’s what’s on throughout Jingle Town Fair:

• Opening ceremony, Monday to Saturday 10am, Sunday 12pm, front of store: Start your visit with a ten-second countdown and the ringing of the Hamleys bell as Santa Hamley Bear and his elves open the store in style.

• Hamley Bear meet and greet, every day 1pm and 2.30pm, front of store: Meet London’s most huggable bear for cuddles, photos and plenty of festive fun.

• Frostie’s fashion show, Monday to Saturday 11am and 3pm, Sunday 3pm on the third floor: Help Frostie the Snowman find his perfect party outfit with glitter, tinsel and giggles galore.

• Box of Christmas mischief (Elf in a Box show), Monday to Saturday 11.30am and 3.30pm or Sunday 3.30pm, on the third floor: Expect silly challenges, jokes and elf-fuelled chaos in this high-energy family gameshow.

• Letters to Santa, Monday to Saturday 10am to 5.30pm, Sunday 12pm to 5.30pm on the third floor: Write your Christmas wish list and post it straight to the North Pole via Hamleys’ magical postbox.

• Twinkle Jingle Town parade, every day at 4pm throughout the store: Join the elves, Hamley Bear and a live marching band as they spread cheer across all seven floors.

• Let it Snowtime! Every day at 5.30pm, front of store: Round off your day with snow machines, music and the Santa Shuffle outside on Regent Street.

Hamleys’ top toys for Christmas 2025

Special festive moments at Hamleys

• Baby Evie’s first Christmas (Peppa Pig event), Friday 22 November, in-store: Meet Peppa, George, Mummy Pig and Baby Evie for cuddles, photos and festive giggles.

• Cuddle time with Peter Rabbit, Friday 15 November on the third floor: A cosy, story-filled moment perfect for little ones who love Beatrix Potter’s most famous bunny.

• SpongeBob’s adventure, Thursday 19 December, in-store: SpongeBob swaps Bikini Bottom for Regent Street for one day only - expect selfies, silliness and songs.

• Hamleys Christmas bus, 9 November to 4 January, touring central London: Spot the red Hamleys bus as it spreads festive cheer across the city. Join singalongs, take photos and share with #HamleysBus for a chance to win a VIP experience.

• Christmas bus character day, Friday 29 November with a Central London parade route: See Paddington, Gabby, LOL Surprise Diva, Elf on the Shelf, Santa and Hamley Bear waving from the Hamleys Bus in a traffic-stopping festive parade.

Children can send their Christmas letters to Santa

A Christmas day out that actually feels fun

If you’ve ever been elbow-deep in wrapping paper wondering when the “magic” bit starts, this one’s for you. Hamleys has packed its season with family-friendly fun:

• Santa’s Grotto: Meet the man himself. No fake beards here, just proper festive charm and a personalised gift for every child.

• Festive street theatre: Roaming performers and chatty elves bringing chaos and cheer in equal measure.

• Toy demonstrations: Hamleys’ legendary demonstrators showing off the year’s must-haves so kids can try before you buy.

• Snow moments: Spoiler: it snows inside. Enough said.

It’s bustling, bright and brilliantly bonkers - the sort of Christmas outing you’ll actually want to repeat.

Plan your visit

Hamleys Jingle Town Fair runs from 7 November to Christmas Eve at the Regent Street flagship. All events are free and require no booking. For ticketed sessions (like the Grotto and Christmas Bus), book online in advance to secure your spot.

If you’re outside central London, Hamleys’ other UK stores - Westfield White City (London) and Glasgow - will also have festive activities running through the season. There’s also travel stores at St Pancras and London Bridge, along with all London airports. 

Grab a hot chocolate, brace yourself for the bubble machine and enjoy one of those rare family days out that lives up to the hype.

About Hamleys

Founded in 1760, Hamleys is the world’s oldest and most iconic toy shop, home to over 20,000 toys across seven floors. This Christmas, the magic continues with Jingle Town Fair - a festive celebration of fun, theatre and family togetherness.

About the author

Rebecca Roberts is a writer, editor, and content marketing expert hailing from Leeds. Here at Mumsnet, she commissions, writes, and edits to bring parents content designed to make life easier. After birthing and breastfeeding two babies in two years, Rebecca knows first-hand the pressure of planning Christmas events for a family that a) don’t break the bank and b) make memories for all involved.

Beyond her role as an editor here at Mumsnet, Rebecca can be found balancing life as a working mum of two toddlers and when she’s not at her desk, you’ll likely find her at a local playgroup, in a nearby coffee shop, or walking the dog up and down country lanes.