Williams not toying with new deal.

AT&T Williams has revealed that it has agreed to an extension of its sponsorship partnership with Hamleys, the iconic international toy store, to cover another season.

Hamleys, which has partnered Williams F1 since 2004, is extending its commitment to the team by agreeing a new sponsorship deal that will see the toy store's distinctive logo graduate to the sidepod positions on the car. As with other recent sponsorship announcements from under the Baugur umbrella, the branding will also featured on uniforms and within the pit area.

"Our Formula One sponsorship has provided a novel and successful international marketing platform for Hamleys," the store's chief executive, Nick Mather, commented, "Based on this success, we are delighted to be renewing the sponsorship and taking up more prominent positions on the car."

Hamleys joins other Baugur brands, mydiamonds.com and the All Saints fashion label, in announcing deals with Williams in the past week, confirming the Icelandic giant's increasing links with the Grove team. The company was even linked to a possible buy-in to Williams in January, but that rumour has grown cold in the weeks since.

"Hamleys has been an enduring partner for AT&T Williams and we are genuinely delighted that today's increased sponsorship commitment has been prompted by our
successful relationship to date," team boss Frank Williams said of the latest announcement, "Increased support from premium brands such as Hamleys will give our partner portfolio an invaluable international retail presence."