Hamleys of London Limited, trading as Hamleys, is a British multinational toy retailer, owned by Reliance Retail. Listed in the Guinness Book of Records as the world's oldest toy store, it was founded by William Hamley as "Noah's Ark" in High Holborn, London, in 1760. It moved to its current site on Regent Street in London's West End in 1881. This flagship store is set over seven floors, with more than 50,000 lines of toys on sale. It receives around five million visitors each year, and is especially busy at Christmas.