Selfridges sets up Toy Shop

RetailME Bureau

UK-based chain of high-end department store Selfridges recently opened its dedicated toy store, Toy Shop. While Toy Shop has been has been part of Selfridges before, now it will be a permanent department.

Located on the fourth floor of Selfridges London, Toy Shop stocks over 2,500 product styles from more than 40 brands with toys ranging from the world’s first 3D printed dolls to an atom car. The store is divided into seven zones such as Barbie & Friends, Wooden & Retro, Plush, The Garage, Tech Toys, Create & Play and Character.

“We so often hear that department store shopping can create really cherished memories for families – we have taken that to heart in creating this new concept, and have thought carefully about what unforgettable toy shopping means,” says Erin Moscow, head of children’s wear and toys at Selfridges.