The Oxford Street store has doubled its toy space from 2,000 square feet to 4,000 and has moved up to the fourth floor.
Toy buyer Michael Berry told ToyNews: "We basically wanted to offer some width to customers. The feedback we got from them was that it was a little too narrow.
"It’s been slowly growing year on year and I’d like it to stay all year round and keep it as a permanent toy offering,” he says.
The department has a wide mixure of ranges including retro toys and current hits such as Ben 10, Transformers and Barbie as well as a dedicated girls' space and a Hello Kitty concession.