The store aims to delight kids and consumers with an emphasis on in-store theatre, including store exclusives and a Thomas the Tank train station.

The Toy Store opens its doors to UK shoppers on Oxford Street

After months of anticipation, a London toyshop to rival the likes of Hamleys and Harrods has opened its doors on Oxford Street.

Dubai-based retailer, The Toy Store has welcomed the first visitors to its debut UK location as the store initiated a soft launch to local shoppers last week.

The store – popular across the Middle East for its emphasis on in-store theatre and consumer experience – made headlines earlier this year when Gulf Greetings, the Middle Eastern owners of The Toy Store made enquiries into the purchase of London’s iconic Hamleys.

The Toy Store is now gearing up for a full launch on Thursday, September 24th, inviting national media to experience what the new shop has to offer, including exclusive Star Wars Storm Troopers window dislplays and an in-store Thomas the Tank Engine train station.

The 27,000 sq. ft. property on Oxford Street and situated within the West One Shopping Centre is the first of six The Toy Store shops planned to open in key locations across the UK over the next three years.

In an exclusive tour of the new store on Friday, September 18th, Geoff Sheffield, director of procurement and licensing at RM Retail JLT/ Gulf Greetings, told ToyNews that the store’s ‘prime location and emphasis on consumer experience, including a number of exclusives from key licensees, should make for a successful first Christmas in the UK.’

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