Artist Emma Carlow joins Pollock’s of Fitzrovia for Make Believe Museum Shop

Pollock’s Toy Museum ­­­in Fitzrovia has enlisted artist and maker Emma Carlow to create a Make Believe Museum Shop, a site-specific collection of imaginary items that she would like to find in the museum gift shop of her dreams.

“We want to support and work with artists and makers like Emma who echo the craft traditions found in the collection whilst simultaneously making them relevant to modern audiences,” says Pollock’s Toy Museum representative “Emma encourages all forms of making and takes a playful approach to art, embodying the very purpose of toys and play.”

Emma and Pollock’s Toy Museum both share a vision to nurture and encourage making, imagination and play, inviting visitors to take a part of the collection home by buying affordable and sustainable products that are directly inspired by the exhibits and buildings,

Emma is planning a collection of unique souvenirs that reflect Pollock’s diverse collection of over 7,000 toys, from dolls to kinetic toys and the paper theatres that the museum is best known for. There will also be a chance to be part of Emma’s free workshops where she’ll guide you through an immersive and creative hour of how to make the playful items on offer.

Emma says: 
“Having access to a toy museum as original as Pollock’s is a dream come true. The museum is a character in its own right and getting to know the collection is a bit like getting to know a family. I didn’t anticipate that the dolls would come to mean so much to me.”

Artist, designer and maker Emma has collaborated with leading establishments including Glyndebourne Opera, Ditchling Museum of Art + Craft, the De La Warr Pavilion and Newhaven Museum. She will draw upon global museum and vintage toy collections for inspiration, as well as her 1970s childhood to inspire her Make Believe Museum Shop.

The Shop will launch on 18 November and will run from 19 November to 31 December.
Emma will be running “Make Your Own…” workshops on Saturday 20 and 27 November and Saturday 4 and Friday 10 December.

For more information contact or visit


About Tessa Clayton

A former Chief Sub of Red magazine, Tessa Clayton is the Digital Editor of and ToyNews. As a freelance journalist she specialised in writing about parenting and family life, and has contributed to a wide variety of publications and websites including Tesco online, Mother & Baby, Livingetc, Junior, Boots Health & Beauty, Practical Parenting and Get in touch at

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