The Selfridges Toy Shop opens today.
The store, on the fourth floor of Selfridges London, stocks over 2,500 product styles from more than 40 brands with toys ranging from the world's first 3D printed dolls to an atom car costing £25,000.
The Toy Shop has been at the store before, but now, for the first time in 10 years, it will be a permanent department.
“We so often hear that department store shopping can create really cherished memories for families – we’ve taken that to heart in creating this new concept, and have thought incredibly carefully about what unforgettable toy shopping means," said Erin Moscow, head of childrenswear and yoys at Selfridges.
"This offer is an authoritative and incredibly vibrant edit of what we believe to be the most covetable and exciting toys in the industry. The project has been over a year in the making, and our team have worked hard to ensure that what our visitors will find at Selfridges is put together in a way that can’t be found anywhere else.”
The department is split into seven zones: Barbie & Friends, Wooden & Retro, Plush, The Garage, Tech Toys, Create & Play and Character.
Barbie & Friends will feature the iconic doll as well as Monster High and Ever After High ranges whilst Furby, Sylvanian Families and Alice Bear products will appear in the Plush zone.
The likes of Le Toy Van products and Fischer-Price's Chatter Telephone will appear in Wooden & Retro and The Garage will house products including Scalextric and scale models from Nikko.
Tech Toys will be the place to pick up products from brands including Leapfrog and V-Tech, Create & Play features toys like Seedling's range of do-it-yourself play sets and Character includes TV and film inspired products like Spiderman, Star Wars and Transformers toys.