Middle-eastern-based toy retailer The Toy Store opens its first UK store tonight at a 27,000 sq ft site on Oxford Street.
The shop is located in the West One shopping centre at Bond Street Tube station, a short distance from Hamleys’ flagship on Regent Street.
It marks the start of an ambitious roll-out plan by the retailer which has plans to open another 11 shops across the UK and Middle East before the end of next year.
The Oxford Street store will stock toy brands such as Disney, Marvel, Lego, Barbie, TY and Sylvanian Families. It will also sell ranges such as Bonnie and Pearl and Star Wars Shepperton Studios and an exclusive new Mr Men character, Mr Fun.
The store’s general manager Gareth Davies Marriott said: “Having had such success in the Middle East, we want to be ‘the’ store in London where children and parents alike love to go, play, shop and have a memorable experience, time and again.”
West One signed up The Toy Store in September after a two-year search by the retailer for a London flagship location.
The retailer, which is part of the Dubai-based RM Retail group, also has standalone stores in the UAE, Oman, Qatar and Bahrain, but until today did not have any European outlets.
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