Launched in 2002, the Patchino brand, for instance, uses the imaginative shop-in-shop concept with Hamleys – one of the world’s largest toys shop – as a means of commercialization. The brand comprises of stationery, confectionery, stickers and playful and colorful character-merchandizing designed for younger customers including animal characters such as Bonny the Rabbit, Dolmy the Reindeer, and Leony the Lion.