Case Study | Hamleys Toy Parade

Hamleys' Toy Parade became one of the largest events in Regent Street’s bustling calendar from 2015-17.

In 2017, the day was split into two parts: an hour-long parade and an activation event where kids could meet their favourite characters.

Delivering the production for both parts in just a few hours was a complex and significant task for the Wilde Ones team.

Photo: © Haze Photography

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Be Prepared

With the parade route blocking one side of Regent Street, the key focus was getting all infrastructure onto the street before vehicle access was completely restricted.

Many hours were spent in the office creating the most efficient schedule for each team to avoid blockages and unnecessary delays.

Photo: © Haze Photography

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Tight Margins

Even the best-laid plans can be affected by factors beyond our control.

The detailed information provided to each Wilde Ones team member creates a safety net for suppliers needing extra guidance.

With a tight schedule and little room for error, the Wilde Ones team stays on the ground, armed with the necessary info to stick to the plan.

Photo: © Haze Photography

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Mustering up the Strength

The event kicked off with a parade featuring inflatable characters, cars, floats, and even a marching band.

Wilde Ones played a key role in scheduling and managing the parade vehicles' arrival to the event site.

Thanks to thorough pre-event communication and a strong partnership with the Operations Management team, the vehicles were organized and ready for the parade's start.

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Mass Appeal

With such a popular event in a limited space, safety practices were paramount.

The meticulous approach on the ground, coupled with strong relationships with event stakeholders, helped minimise risks at one of Regent Street’s busiest events in recent years.

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Responsibilities

• Event Production, Operation & Onsite Management
• Budget Management
• Site & Stage Design
• CAD Design
• Branding & Print Management
• Scheduling
• Liaison with Westminster City Council & associated agencies
• Client & Content management liaison
• Continuous liaison with infrastructure and AV contractors
• Contracting local crew, staff and contractors