THE world’s oldest toy shop Hamleys is set to open in Thurrock, joining intu Lakeside shopping centre in the New Year.

Hamleys, the famous toy brand, has an exclusive selection of stores outside its flagship Regent Street location and intu Lakeside is set to be the fifth shopping centre store in the UK.

The new store at intu Lakeside will be located on Level One by Holland and Barrett and JD Sports, and is due to open in Spring 2015.

A spokesperson for Hamleys said: "intu Lakeside with is a great location for a new Hamleys store with its fantastic family offering. Working closely with intu we have created a store that complements our UK growth strategy, delivering our unique retail experience of fun, theatre and entertainment.

"The intu Lakeside store will be in a great position and we are sure the impact of an impressive 51 metre frontage right at the gateway of the proposed leisure extension means our store will perform well."

Donna Callander, Marketing Manager at intu Lakeside said: "We’re thrilled that Hamleys will be joining us in the New Year. The new store is sure to be a big hit – especially with our younger shoppers."

Julian Wilkinson, regional director of intu, said: "Hamleys is a great addition to the retailers at intu Lakeside and substantially improves the centre’s family offer.

"As an iconic British brand offering quality children’s toys and experiences, the new store will attract more people, from further, for longer and will drive our ambition to create a compelling destination for families who come from near and far."