Gamleys was a chain of toy shops mainly located in the south of the United Kingdom with a head office in Hove, near Brighton. The company was founded in 1919. Unlike many of its rivals such as Toys "R" Us, Gamleys operated smaller shops in high streets and shopping centres rather than larger super stores. Because of this different approach to business it had managed to survive, unlike the former Children's World. The name Gamleys was thought up by the original proprietor, Bill Lord, who wanted to mix the names of the two most famous London stores, Gamages and Hamleys.