British toy group Hamley's will today open its first Bear Factory store in the Republic at the Liffey Valley shopping centre.

The new store will allow shoppers create their own unique soft toy from a range of 25 animals and bears.

Shoppers can choose every element from the skin to a unique voice box greeting and the outfit. The toys, which retail from €23.99, come with a "birth certificate".

The new store is part of a rollout of franchise stores throughout Europe and the Middle East. There are already 22 stores in Britain employing 540 staff, which contributed £2.9 million (€4.6 million) to parent group Hamley's last year.

The Irish franchise has been awarded to Retail Entertainment, which holds the exclusive franchise rights for the Republic. The group hopes to create around 40 new jobs before the end of the year in three stores. It hopes to expand into Cork, Limerick and Galway in the longer term.