The prestigious and exclusive St Jame’s Hotel & Club has reached an agreement with the Hamleys toy brand to create a family VIP experience. The idea is to take advantage of the popular Tea Time to spend more time in family and in a fun environment.
The project consisted of designing a board game in which the elements and pieces are literally eating. The dice, for example, is made of cake base, there are scrabble letters made with chocolate as well as other elements that combine perfectly with the afternoon tea. The experience also includes a visit to the popular Hamlet store on Regent Street and discounts on the purchase of toys.
The initiative caught the attention of specialized media in marketing and advertising.