Middle Eastern chain The Toy Store has launched its first store in the UK at the West One shopping centre on Oxford Street.
The company, founded in 2004, chose the former Dorothy Perkins outlet after considering a number of alternatives. It is the first independent toy store to open in London in 250 years.
Speaking to the Retail Gazette director of purchasing and licensing Geoff Sheffield said the opening was “a massive statement as a brand” that they can “be in as amazing a location as this.”
The ribbon was cut by two children from the Shooting Star Chase Children’s Hospice, the brand’s charity partner which will receive all the proceeds of a carrier bag charge in-store.
