Honda F1 website

MARCH 2, 2004

Williams joins forces with Hamleys

Hamleys, one of the world's best-known toy shops, has agreed a ground-breaking new deal with Williams F1 in an effort to internationalise the company's brand name.

The Icelandic-owned company is aiming to expand in Europe, the US and Asia. The deal will allow Hamleys to develop its own range of Formula 1 toys in addition to the Williams F1 merchandise. The deal will also give Hamleys "significant global coverage" for the Hamleys name.