Hamleys Grand Parade Happens in India for the First Time Managed by Percept ICE

Marketing | December 6, 2018 | News

Hamleys Percept ICE

Percept ICE, the Events and Special Projects Domain Company of Percept Limited, bagged the esteemed mandate of managing and producing the Hamleys Grand Parade at High Street Phoenix in Mumbai on November 3, 2018. The mega event saw a massive attendance of over 3,000 people.

Hamleys is the finest toy shop in the world and the world's best-known retailers of toys. The “Hamleys Grand Parade” is one of the most awaited annual events held during Christmas at Regent Street in London, and the much awaited Hamleys Grand Parade held on November 3 at High Street Phoenix in Mumbai was conceptualized and managed by Percept ICE for the global toy store chain Hamleys for the very first time in India. 

The Hamleys Grand Parade in Mumbai saw 25 of the biggest and most loved global characters including Peppa Pig, Tom and Jerry, Hamley and Hattie, Johnny Bravo, Garfield, Dora, Masha and the Bear, Chota Bheem, Ben10, Doraemon and My Little Pony - sing, dance, entertain and click memorable photographs with their child fans. The show witnessed more than 1,000 children along with their families visit the High Street Phoenix mall in Mumbai just to meet their favorite characters and be a part of the magical experience. This experience was coupled with the re-launch of the Hamleys store at High Street Phoenix where they unveiled an all-new magical experience at their flagship store.

The spectacular Hamleys Grand Parade was a once-in-a-lifetime fiesta of music and memorable performances from the iconic global toon characters walking the parade along with background dancers, music, fillers, props and memorabilia to create a larger than life experience never before witnessed in India. A range of fun activities and stunts from the BMX bikers, a Marching Band by Don Bosco students, Hoola Hoop dancers, Stilt performers, Ribbon Dancers, and a Dinosaurs Flash Mob added to the wholesome fun experience that wowed both kids and parents alike. 

Percept ICE's scope of work included stringent coordination with the mall authorities, show designing and conceptualization, branding and art direction, parade management, artist management, show flow, technicals, crowd management and robust on ground security.

Commenting on the mega success of the event, Vidya Alva, Executive Vice President, and Business Head – Events, Percept ICE said, “The Hamleys Grand Parade has been one of the most celebrated events done by Percept ICE. Being a global IP, we had to work diligently towards creating and building this event in a limited time span. Given the iconic stature of brand Hamleys and the respective Toon Characters, every element of the event was carefully planned and rehearsed numerous times. It all fell seamlessly into place on the final day making for a grand success and many happy children. We are grateful to Hamleys for having so much faith in our credentials and giving us an opportunity of handling this privileged event. 

Percept ICE got the mandate to manage Hamleys debut parade in India at High Street Phoenix, Mumbai.

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