Harrods unveils new toy department

Published on: 28th March 2018

The London department store will be opening the doors to its new toy department, now located on the Fourth Floor, in May. 

The new Harrods Toys will offer an array of products, experience and service. The space will include specialists who will support customers in their quest to find the perfect toy or game. Featuring heritage toy brands like Lego, Steiff and Jellycat, as well as exclusives from companies such as Ivoy and Barbie, the department has been designed with adult-friendliness in mind.

Annalise Fard, Harrods’ director of Home, Technology, Toys and Beauty, commented: “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.”

Features of the new space include a fancy-dress fitting room, fun activities, and daily demonstrations of the latest games and toy trends, all taking place in a dedicated pop-up area. There will be regular weekend events throughout the year, and popular elements of the original Toy Kingdom will remain in the new department. These include Toy Concierge, a complimentary service offered to all customers who may be looking for an extra-special gift or want expert advice from Harrods’ specially trained Toy Stylists.

The new Harrods Toys will be open from mid-May.


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