Independent toy retailer Toyology is closing its doors.
The Barkingside, Ilford-based store is holding a closing down sale before it shuts its doors by March 23rd. It has been open for just under three years.
The store was run by Gary Diamond, who has been in toy retail for over 20 years.
He said: "It is with sadness that I have to tell you that Toyology will be closing on March 23rd. Thank you all for support.
"Why is Toyology going? Usual reasons I'm afraid. Just didn't get the footfall. Certainly didn't after a new shopping mall opened nearby.
"Toyology may be closing but if any of the Toyology follows still want to follow me, please follow @GaryMDiamond."
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