A new customisable doll experience called My London Girl has opened inside a 900 square-foot premises at the Westfield London shopping centre.
A selection of 42 cm dolls are available in seven skin tones with a choice of 25 outfits, matching dresses are available for girls aged between three and 12.
The collection includes outfits by David Charles, whose designs are available in Harrods, with matching party dresses for Christmas day or special occasions.
Child education specialist Kathryn Fleetwood-Neagle and husband Paul Neagle developed the concept.
The opening has been timed to take advantage of Q4 spending. Upbeat about the new venture's chances this Christmas, Paul Neagle, founder, said: “People will cut back on luxuries but still like to treat their children.”
Dolls are retailing at £79 with dolls outfits from £20 and girls outfits from £35. Acessories and furniture are also available.