BMW WilliamsF1 to help Hamleys go global.

In the week prior to the start of the 2004 FIA Formula One World Championship, the BMW WilliamsF1 Team today announced a groundbreaking new commercial partnership with Hamleys - 'the finest toys in the world'.

The commercial alliance, signed today at Hamleys' flagship store in Regent Street, London, marks a major initiative by the world's finest toy brand to internationalise its operation.

Hamleys, a private company since 2003 following a successful management buyout supported by the Icelandic retail investment company, Baugur, has ambitious plans to take its famous brand into markets across the US, Europe and Asia in a series of commercial partnerships with high quality retailers, concentrating on the unique range of Hamleys own brand toys and gifts.

Baugur's chief executive, J?n ?sgeir J?hannesson said: "Hamleys is the most famous toy store in the world. I am delighted to be able to support the company's management to maximise the strength of this brand, in particular by supporting their international expansion plans. A key part of our plans for Hamleys is to take the Hamleys experience to the four corners of the world.

"The global dimension to Formula One, and in particular the BMW WilliamsF1 Team relationship provides a strong platform on which to build our international expansion. The agreement also provides an important opportunity to build Hamleys range of own brand toys and gifts," he concluded.

The sponsorship partnership is unique insofar as it offers traditional benefits as well as a licensing agreement, providing Hamleys with an extensive opportunity to develop ranges of own-brand Formula One toys.

Hamleys chief executive John Watkinson explains: "Hamleys' ambition to leverage its considerable global brand value is well established. Our partnership with the BMW WilliamsF1 Team will offer significant global coverage for the Hamleys name. Together, we will also seek to develop a new and exciting range of WilliamsF1 merchandise which will be available through Hamleys own channels and through the partnerships which we are developing across the world."

Frank Williams, the BMW WilliamsF1 team principal commented: "I am delighted that we have been able to offer a relevant sponsorship opportunity to such a prestigious brand, and I hope our partnership makes a valuable contribution to Hamleys' ambitious retail strategy."

Hamleys ubiquitous brand identity will be visible on the WilliamsF1 BMW FW26s of Juan Pablo Montoya and Ralf Schumacher to be raced throughout the 2004 season, commencing this weekend at the Australian Grand Prix in Melbourne.