Rainbow Designs is "delighted" with The Toy Store's dedicated Paddington Bear area on the ground floor of the firm's Oxford Street shop.
The area showcases Rainbow Designs’ Paddington Classic and Movie Toy Collections and also boasts a Paddington Station backdrop and a life size statue of Paddington for customers to have their photos taken with.
"The Toy Store's arrival in the UK is big news for the industry and we're delighted that so much of our Paddington Bear product is featured in the impressive in-store display," said Anthony Temple, Rainbow Designs' managing director.
"Paddington Bear is synonymous with the capital and it's great to once again see Paddington in the spotlight in a high profile London toy shop."
Gareth Davies Marriott, general manager for The Toy Store, added: “The Paddington area in our store is creative and true to the original theme. You can almost smell the marmalade sandwiches."