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In July of this year, Harrods opened the doors of its new Toy Kingdom featuring the progressive design and an over-the-top fun factor. Commissioned and executed by Singapore- and London-based design firm Shed Design, the 26,000 square foot space has been described as a “retail theatre” and is organised to cater to parents who want to shop for toys based on play value rather than gender.

Using lighting and atmospheric music to transition from one space to the next, shoppers can wander from the Big Top: a fairground of circus acts and candy floss, with magicians and jugglers on stage surrounded by fancy dress costumes, doll houses, rocking horses and soft toys to the Candy Store: a chocolate counter displaying a bizarre array of chocolate fancies and flavours, alongside Papa Bubble who makes flavoursome candy concoctions to order throughout the day. There's also an Enchanted Forest where fairies whisper from tree trunks and teepees on the forest floor house the latest collections from Sylvanian Families and Flutter Fairies, a Wonderland featuring a colourful ‘Grand Canyon’ of toys presided over by a giant dragon and the Odyssey: a sci-fi area dominated by a gigantic space rocket and an Area 51-inspired space and gadget zone.

Images: Harrods


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