The iconic bear now has a themed in-store area at The Toy Store in central London.

The Toy Store on Oxford Street features a dedicated Paddington Bear area on the ground floor that showcases Rainbow Designs’ Paddington classic and movie toy collections. The area is brought to life with a Paddington Station backdrop and a life size statue of Paddington for customers to have their photos taken with.

Anthony Temple, Rainbow Designs’ managing director, said: “The Toy Store’s arrival in the UK is big news for the industry and we’re delighted that so much of our Paddington Bear product is featured in the impressive in-store display. Paddington Bear is synonymous with the capital and it’s great to once again see Paddington in the spotlight in a high profile London toy shop.”

Gareth Davies Marriott, general manager for The Toy Store, said: “The Paddington area in our store is creative and true to the original theme. You can almost smell the marmalade sandwiches.”