London toy seller Hamleys is planning to relaunch its website later this year, as part of a new strategy to focus more on the internet.

The 250-year old company is installing a new marketing team, and hopes to use the web to increase its international earnings.

To be launched in the autumn, the site will be supported by an improved distribution platform and include features such as interactive games.

“We feel the web is a massive opportunity for us, particularly on the international side so we are ensuring that we can deliver products anywhere in the world,” said chief executive Nick Mather.

“The website will be relaunched in the autumn, to make sure we reflect the brand values of Hamleys online.”

Owned by Icelandic investment group Baugur, Hamleys reported a loss of £3.6 million in the year to March 2005.

Following an operational review, it has announced plans to open several new stores in growth markets, including India, China and the Middle East.