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Harrods unveils new toy department

The new one-stop family destination at Harrods will open in May

Visiting Harrods is an unrivalled shopping experience, but the world-famous London store is set to become even more exciting when its new Toy Department opens in mid-May. Now located on the fourth floor, the luxurious new space was created with both adults and children in mind. 

Farshid Moussavi Architecture designed the new department, which features a playful sensory layout that is easy to navigate and keeps children in sight. Eight mood-enhancing sections will divide the rooms.

The new department will house an array of products for all ages – from pre-school to technology-loving teenagers.

Shoppers can expect heritage toy brands including Lego, Steiff and Jellycat. Exclusives from companies such as Barbie and Ivoy will also be available.

If you need a helping hand choosing a suitable toy, take advantage of Harrods’ exclusive Toy Concierge service. The team can advise on trends and help compile gift lists for children, sourcing sought-after toys and bespoke pieces. 

Harrods' toy department dates back the 1800s, when rocking horses and steam trains were popular purchases. 

Annalise Fard, Harrods’ Director of Home, Technology, Toys and Beauty, said: “The new space is the culmination of years of close conversations with our discerning customers and Mini Harrods members. This understanding of the consumer journey shaped the brief to both the Harrods buyers – who have sourced the very best in toys and games from around the globe centred on our three essential pillars: Educate, Entertain and Engage – and also to the incredibly talented design team at Farshid Moussavi, allowing them to create an environment which puts adults first, while also celebrating children’s love of toys.”

Located next to the Mini Superbrands department, the Harrods’ fourth floor will be the ultimate family destination.