Hamleys says it will bring the fun back into toy buying when it opens its first outlet in Birmingham for 20 years this autumn.

The toy retailer will launch a concession in the House of Fraser store in the city in September as part of a low risk expansion drive across Britain.

If successful, it could lead to the first standalone Hamleys store into Birmingham since the 1980s.

The 6,000 sq ft concession will feature what Hamleys terms 'magical theatre' and entertainment to attract younger shoppers and their parents

Both are part of moves to fend off competition from supermarkets which are beginning to encroach on Britain's #2.5 billion toy market.

Nick Mather, chief executive of Hamleys, said: "The aim is to bring fun into toy retail, and make coming to one of our stores an all embracing experience. We want to interact with the customers; get the toys out and play with them rather then leaving them on the shelves. Our staff are experts in their field and can explain and talk about the products. We are in competition with other toy sellers, and this is what makes us different.

"We want it not to be like going to the supermarket, but make shopping a bit more fun."

The new concession, which will employ around 20 people, is part of a #1.5 million expansion plan by the toy store which is owned by Icelandic conglomerate Baugur.

Further concessions will also open in September in Glasgow, Manchester, and Edinburgh, which will be followed by another in Belfast in April 2008.

Mr Mather said: "Hamleys is one of the most recognised brands in the world; it's a huge opportunity and we want to leverage that more and expand outside the South-east.

"This is part of growing the business outside of our store in Regent Street. The link with House of Fraser has allowed us to do this in a low risk way.

"Birmingham is one of the top five cities in the UK, with a huge population and people with high spending power."

Hamleys also said it would open a 2,000sq ft concession at House of Fraser's store in Oxford Street, London, which will carry only Hamleys' branded products.

The move follows the opening of recent concessions in Denmark and Manchester and Heathrow airports by the flagship store in Regent Street.