Harrods opens new toy department
Now located on fourth floor
Harrods has opened its new toy department on the fourth floor of its iconic London building.
The shop has had a toy department dating back to the 1880s.
Along with all the well-known brands, the department has been carefully designed with a unique adult-friendly concept. The rooms are 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 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.”
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 games and 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.
Popular elements of the original Toy Kingdom still 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 are on hand to offer advice and guidance on the latest toy trends and must haves, from dolls’ houses to mini tech.