Middle Eastern toy retailer, The Toy Store has secured a 27,000 sq. ft. site on Oxford Street.
The shop will mark the retailer’s first in the UK and will be located in the West One shopping centre at Bond Street.
As the retailer plans to take on London’s Hamleys, it is already eyeing expansion in “key London locations” which it plans to open over the next three years.
“This is a day to celebrate The Toy Store being a serious global player in the toy specialist market,” Mark Handley, The Toy Store group commercial director told Retail Week.
“We believe that The Toy Store brings fun back in to the retail market and we are very pleased to have secured Oxford Street to launch the brand in the UK.”