Toy Retailer of the Year 2018 – by category (Part 4)

Published on: 17th January 2019

The fourth installment in our week-long series focuses on the 2018 nominees for Department Store Toy Retailer of the Year.

The British Toy & Hobby Association has announced the finalists for the Toy Retailer of the Year Awards 2018. In the category Department Store Toy Retailer of the Year, the nominees are as follows:

Morleys Stores

Morleys Stores has eight full-line department stores, with permanent toy departments in each. The departments range from 800 to 3000 sq. feet and offer a wide selection of toys tailored to each location. In all its stores the retailer aspires to offer a product range and shopping experience that will capture both kids’ and families’ hearts, open their minds and unlock their potential through play. Morley’s constantly analyses sales, but also uses real feedback from customers and staff to ensure that the range selected and merchandised is the best it can offer.

W J Daniel & Co, Windsor

The Toy Kingdom, which covers 10,000 sq. feet, is the heart of this family run, independent department store. In its newest addition to the department – The Wizarding World of Harry Potter – the store has levitating broomsticks, flying golden snitches and talking Sorting Hats. The Toy Kingdom is dedicated to creating magical experiences for children. Hosting play events and demonstrations each weekend, with popular brands such as Brio, Beaker Creatures and more, the store welcomes suggestions from both its toy team and customers to ensure it continually evolves and improves.

Boswell & Co, Oxford

Boswells is one of the oldest department stores in the world, with trading success based on heritage, endeavour, resilience, mindfulness and realism. Its toy department is based on traditional toy lines which offer customers value, heritage, comfort and familiarity, and has subsequently become renowned for quality, choice and excitement. All its staff offer customers a high level of product knowledge. Boswell’s attention to detail has enabled the store to prosper where others falter, and this heritage will continue to provide the toy industry with a retail outlet that suppliers can be proud of.


The winners of the prestigious Toy Retailer Awards will be announced at the annual Toy Industry Awards held at Olympia, London on Tuesday 22nd January 2019. The gala event, which takes place on the first evening of Toy Fair, is organised by the BTHA with the Toy Retailers Association (TRA), which will also present the Toy and Supplier Awards 2018 on the same evening.


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