SELFRIDGES: New toy shop announced

Selfridges is launching a toy shop in London store to boost Christmas sales.
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After four years out of the sector, Selfridges toy shop is set to return to the flagship London store in Oxford Street.

The shop will launch on August 7th in response to growing customer demand for the retail giant to stock toys. Selfridges is set to house the store for a six-month period each year to maximise sales over the Christmas period.

A number of well-known manufacturers and big-name brands are on board including Hasbro, Mattel, Playmobil and Tomy alongside an exclusive, limited edition range of toys, which will help to create news around the launch of the toy shop.

Michael Berry, Selfridges’ buyer said: “This Christmas is going to be really exciting with the launch of our initial collection of toys in store. From affordable stocking fillers for £4 to bigger and more luxury gifts such as the £43,000 Steiff Bear, you will be able to find it at Selfridges.”

The launch of the shop is being supported by a national PR campaign with London agency ZPR, which started with a press day last week.

Selfridges’ top ten Christmas toys:

Mattel’s Barbie Prima Ballerina
Steiff’s Bobby Bear Russet
Mattel’s Dora the Explorer Prance and Fly Pegasus
Hasbro’s Hulk Smash Hands
Hasbro’s Indiana Jones Roleplay Whip
Hasbro’s In the Night Garden Upsy Daisy in Bed
Schylling’s Retro Bake Set
Drumond Park’s Rubik’s Cube
Plan Toys’ Pull Along Wooden Snail
Wow Wee’s Wrex the Dawg


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