Selfridges has tied up with iconic US toy retailer FAO Schwarz to launch the business’ largest European flagship to date.

The department store retailer has unveiled a 22,000 sq ft FAO Schwarz in its London flagship, marking the famous toy retailer’s second-largest outpost after its Beijing store.

Over 2,000 product lines will be stocked in the shop-in-shop, including an exclusive own-brand line and two new ranges: #Mindblown, a learning-focused science and technology collection; and Sharper Image, robotics, remote control car and laser line.

The shop-in-shop will also boast interactive features including the iconic dance-on piano as well as a rocket ship and clock tower.

FAO Schwarz owner ThreeSixty Group’s chief operating officer, Jan-Eric Kloth, said: “Selfridges is the perfect partner for FAO Schwarz in the UK and to start our expansion into Europe.

“It truly is the best department store in the world and is fully aligned with our goal to innovate and push the limits of traditional retail with our customised on-site experiences and activations.”

Selfridges director of home and toys Martyn Stroud said: “FAO Schwarz is the premier global brand in toys and today it is certainly the most dynamic experience- and customer-driven within its field.

“We are thrilled to bring the wonder, excitement and passion for toys at the heart of FAO Schwarz and offer them to our customers. The pairing of our brands, both originated by American founders and steeped in a shared sense of showmanship and outstanding customer service, is a perfect fit.”