Enter the world of wonder: Why experiential marketing has a special place in our hearts.

Remember that feeling of wide-eyed wonder when you walked into a toy shop as a child? Brands are chasing that childlike awe to create unforgettable experiences for shoppers of any age. Welcome to the world of experiential marketing, and in retail, brands are transforming their stores into playgrounds of imagination and interaction. It’s not just content that needs to be entertaining, it’s all experiences between your brand and your customer.?

While any visit to a toy shop will be exciting to a child, toy retailer giant Hamleys take this to a whole other level. Their stores are not just a place to buy toys; they are? a magical realm where dreams come to life. The moment you step inside, a flying saucer whizzes past, vehicles are racing around, and enthusiastic demonstrators are showcasing the latest toys.?

It’s an experience that transports you back to your childhood, regardless of age, and keeps you hooked. Hamleys report an average dwell time of 1 hour 44 minutes in their flagship Regent Street Store. That’s a lot of time for customers to fall in love with products and the Hamleys brand.?

LEGO takes a similar approach with its stores. These brick-built wonderlands invite visitors to get hands-on with the product, fostering creativity and play right in the store. Whether it’s creating custom LEGO mini-figures or playing in the demo areas, you’ll see adults and children alike, hunched over tables, building their next masterpiece. This interactive side does more than just showcase the product, it builds an emotional connection between the customer and the brand.?

But it’s not just toy retailers taking this approach, Apple are masters at creating experiences within their retail stores. They have created a sleek, futuristic playground for tech lovers. By having their latest models on display, customers are encouraged to play with their products and take part in workshops around photography and music creation. It’s a hands-on experience that not only allows customers to test out products, but to see, feel and get hands-on with these devices in their daily lives even before purchase.?

So why does this work so well? It’s simple, we’re all big kids at heart. These experiences tap into our innate desire to play, explore, and discover. By allowing customers to interact with products in a fun, pressure-free environment, brands are building stronger, more meaningful relationships with their audience.?

And while it’s fun at the time, these experiences build brand loyalty that lasts long after customers have left the store. When you’ve spent time playing with LEGO or flying toy helicopters at Hamleys, you’ve not just bought a product, you’re buying into a brand experience. You’re much more likely to return, share your experience online, and recommend to friends and family.?

Beyond simply selling products, it’s about creating memories, building connections and developing a community around your brand. And while we’ve looked at retail experiences specifically here, the rise of VR & AR will likely be the next place brands look to create fun, memorable experiences to build connections with their audience.?

Think about experiences. Think about wonder. Think about how you can make your customers feel like kids again. In that moment of joy and discovery, you’re not just selling a product, you’re making a lasting impression.