Next month, the Toy Shop will open on the lower ground floor of Selfridges’ Oxford Street store, alongside its Christmas shop. Santa’s Grotto, which opens on November 22, will also be located on this floor.
The Toy Shop will open for six months of the year, before switching to selling outdoor furniture for the summer season.
In the past, Selfridges sold toys alongside its childrenswear department on the first floor. After the relocation of the childrenswear department, the focus on toys was reduced.
Buying manager for childrenswear and toys Lynne Crook said: “Today, Selfridges has a very successful childrenswear department on the third floor, with nursery and gifts being the largest growth area. We want to continue to excite and offer our customers a unique shopping experience and toys will be part of this.”
The Toy Shop will offer an edited range of toys focusing on traditional and retro ranges, plush toys, puzzles and games, arts and crafts and educational items for two- to eight-year-olds.
Products range from£4 stocking fillers and a£10.99 Rubik’s Cube to a£3,300 Stevenson Brothers wooden zebra rocking horse and a£43,000 Steiff Bear, with gold woven into its mohair coat and sapphire and diamond studded eyes.
Last week, Selfridges chief executive Paul Kelly said that he expects a “bumper” Christmas this year. “Our philosophy is top people buy wonderful and unique things in difficult times,” he said. The retailer, which has bucked the retail gloom, wrapped up its summer Sale two weeks ahead of schedule and Kelly said it was also ahead in terms of sales fuelled by overseas visitors from Europe, Russia, China and Japan (Retail Week, July 11).
The dedicated toy area will open in Oxford Street only but the retailer is considering rolling it out to its regional stores.
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