Harrods revamp toy department

by TnP Staff
Published: 28 March 2018, 09:12
Quick Link: www.toysnplaythings.co.uk/qapz2

Historic London department store to open new toy floor

London department store Harrods is excited to open its doors to its new toy department, now located on the Fourth Floor. Harrods 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. Given the store’s 120-plus years’ experience, the new space is destined to be a world-class destination for children’s toys and games. The magical new Harrods Toys will offer the ultimate array of products, experience and service. And the space will include specialists who can demystify the number of choices and support customers in their quest to find the perfect toy or game based on each child’s age and stage, from pre-school to tech-loving teenagers. Continuing to house heritage toy brands like Lego, Steiff and Jellycat, as well as exclusives from companies such as Ivoy and Barbie, the department has been carefully designed with a unique adult-friendly concept.

The rooms will be divided into eight-mood enhancing sections, distinguished by the use of colour and designed to capture the imagination of customers, with dedicated staff on hand to guide parents to the appropriate room. Annalise Fard, Harrods’ Director of Home, Technology, Toys and Beauty, said: “ The new space is the culmination of years of close conversations with London department store Harrods is excited to open its doors to its new toy department, now located on the Fourth Floor. Harrods 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. Given the store’s 120-plus years’ experience, the new space is destined to be a world-class destination for children’s toys and games. The magical new Harrods Toys will offer the ultimate array of products, experience and service. And the space will include specialists who can demystify the number of choices and support customers in their quest to find the perfect toy or game based on each child’s age and stage, from pre-school to tech-loving teenagers. Continuing to house heritage toy brands like Lego, Steiff and Jellycat, as well as exclusives from companies such as Ivoy and Barbie, the department has been carefully designed with a unique adult-friendly concept. The rooms will be divided into eight-mood enhancing sections, distinguished by the use of colour and designed to capture the imagination of customers, with dedicated staff on hand to guide parents to the appropriate room.

Harrods Toy Kingdom

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. Designed with both adults and children in mind, 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 three Educate, Engage and Entertain pillars encompass social awareness, coordination and growth through imagination, with the Harrods buyers carefully curating the new range of toys in line with this. Features of the new space include a fancy-dress fitting room, fun-filled activities, and daily demonstrations of the latest gamesand toy trends, all taking place in a dedicated pop-up area. In addition, throughout the year there will be regular weekend events, enabling involvement and entertainment for every child and adult. Harrods prides itself in housing the most unique toy offerings and showcasing the latest trends in the world – which is translated into an extraordinary breadth of product available to customers. Additionally, 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 our 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.

The new, exciting Harrods Toys will be open from mid-May.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. Designed with both adults and children in mind, 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 three Educate, Engage and Entertain pillars encompass social awareness, coordination and growth through imagination, with the Harrods buyers carefully curating the new range of toys in line with this. Features of the new space include a fancy-dress fitting room, fun-filled activities, and daily demonstrations of the latest gamesand toy trends, all taking place in a dedicated pop-up area. In addition, throughout the year there will be regular weekend events, enabling involvement and entertainment for every child and adult. Harrods prides itself in housing the most unique toy offerings and showcasing the latest trends in the world – which is translated into an extraordinary breadth of product available to customers. Additionally, 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 our 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. The new, exciting Harrods Toys will be open from mid-May.