Harrods announces exciting new toy department

harrods new toy department

Luxury London department store Harrods announces exciting new toy department on its fourth floor

Harrods is opening the doors to a brand new toy department on the Fourth Floor. The store has a rich history in children’s play, with a toy department dating back to the 1880s – when rocking horses and steam trains dominated children’s shopping lists. The new space is destined to be a world-class destination for children’s toys and games.

Harrods Toys will offer a fantastic combination of products, experience and service. Specialists will help demystify the choices and help customers find the perfect toy or game for their child’s age and stage in rooms designated by different colours, from pre-school to tech-loving teenagers. Lego, Steiff and Jellycat will of course be stocked, as well as exclusives from companies such as Ivoy and Barbie.

Annalise Fard, Harrods’ Director of Home, Technology, Toys and Beauty, said: “ The new space is the culmination of years of close conversations with our discerning customers and Mini Harrods members. This understanding of the consumer journey shaped the brief to both the Harrods buyers – who have sourced the very best in toys and games from around the globe centred on our three essential pillars: Educate, Entertain and Engage – and also to the incredibly talented design team at Farshid Moussavi, allowing them to create an environment which puts adults first, while also celebrating children’s love of toys.”

World-famous and award-winning Farshid Moussavi Architecture brought this vision to life by creating an environment that is luxurious and spacious, with a modern, fun feel. The new room offers a playful sensory layout, while remaining navigationally friendly for parents using a technicolour ‘down the rabbit hole’ vision, ensuring their children can always be kept in sight. The new space includes a fancy-dress fitting room, fun-filled activities and daily demonstrations of the latest games and toy trends, all taking place in a dedicated pop-up area.

Popular elements of the original Toy Kingdom will remain including Toy Concierge, a complimentary service offered to customers looking for an extra-special gift or wanting expert advice from specially trained Toy Stylists; with a dedicated private room, the Toy Concierge team will be on hand to offer advice and guidance on the latest toy trends and must haves, from dolls’ houses to mini tech.

Harrods Toys opens in mid-May.

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