The Williams team has today announced an extension of its sponsorship partnership with Hamleys, the international toy store.

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. The Hamleys brand will also be featured within the team environment.

Nick Mather, Chief Executive of Hamleys, said, "Our Formula One sponsorship has provided a novel and successful international marketing platform for Hamleys. Based on this success, we are delighted to be renewing the sponsorship and taking up more prominent positions on the car."

Frank Williams, commented, "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. Increased support from premium brands such as Hamleys will give our partner portfolio an invaluable international retail presence."

As previosly reported, Hamley is owned by Icelandic giant Baugur, which last week announced two further sponsorship deals with Williams involving companies it owns - All Saints and mydiamonds.com. It is widely thought that Baugur is on the verge of purchasing a slice of the Grove outfit, although at present it appears happy merely to strike deals whereby it gets coverage for its numerous brands.