Selfridges might have a vast new Denim Studio and the biggest shoe department in the world, but if you’re under ten, there’s only one place to be: on the fourth floor in the brand new toy department. Located between the kids’ clothes (home of the mini-me Roksanda Ilincic frocks and the gorgeous Step2wo shoe collection) and glittering Christmas shop, it’s the first permanent space in the store dedicated to toys in over a decade. While the toy department is not the overwhelming multisensory experience that Harrods’ Toy Kingdom is – it covers about a quarter of the floor space – it’s well edited and feels much more manageable. There’s lots to keep parents and teens happy too, such as the Makies design-them-yourself dolls and one-off Barbies by London designers Sister by Sibling, Nasir Mazhar and Fred Butler. The staff are attentive, and properly interact with the children and there's plenty to keep nippers occupied including a Lego table, a Play-Doh station and Barbie-zone complete with a shiny plastic fuchsia work station. Overall, it's not too gender specific and nothing is labelled 'boys' or 'girls'. Parents will be drawn to the classic toy selection in the middle which includes wooden Vilac xylophones, Le Toy Van dolls houses and a display of Paddington Bears (apparently the original story by Michael Bond was inspired by a bear he saw in Selfridges’ windows). Thankfully, it’s located near the Food Garden Café, so you can stop for food when the inevitable ‘I want that’ tantrum kicks in.
|Venue name:||Selfridges Toyshop||Contact:|
400 Oxford Street
|Transport:||Tube: Bond Street|
|Price:||Open 9.30am-10pm Mon-Sat, Sun 11.30am-6pm.|
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4.7 / 5
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I think the photographs of those children were extremely competent and revealing. The children were obviously not posed yet the photographer managed to 'catch' a moment with each child. An extemely difficult thing to do. I loved the little girl who liked the car - what a wonderful example of getting rid of the 'pink' and 'blue' image of children. Yo! Rock on Selfidges Toy Dept.!
It's so nice that Selfridges finally has something like this. My children love it. And shopping for their clothes also gets easier!
Excellent review!!! Definately, will visit the shop with own child soon :-) Lovely pictutres though.