RENOWNED toy store Hamleys has opened its first store in the Black Country at Merry Hill.

The world's oldest and largest toy retailer has opened a new toy wonderland on the lower mall near Waterstones which aims to transport visitors to a world of fun, magic and theatre.

A total of 10 new jobs have also been created at the new store where visitors will be able to meet the famous Hamley Bear, take part in interactive toy demonstrations and enjoy special appearances.

Duncan Burns, marketing manager at Merry Hill, said: “We are thrilled that Hamleys has opened its first store in the Black Country at Merry Hill and we know that many of our visitors will be looking forward to experiencing their world-famous toy wonderland.

“Hamleys is an iconic brand with an unrivalled following among parents and children from around the world, adding to our already established family brands at the centre including The Disney Store."

Sumeet Yadav, chief executive officer, Global Retail Business, Reliance Brands Limited, said: “We are delighted to open at Merry Hill.

“Every visit to Hamleys is a reward in itself, the toy purchase is a bonus for the child. I am sure children will build lasting memories of fun and joy while adults will relive memories of their childhood at Hamleys in Merry Hill.”