Harrods Revamps Toy Department

U.K. department store Harrods has opened the doors of its new gender-neutral toy department, Toy Kingdom. Instead of segregating products into sections for boys and girls, Toy Kingdom features toys in non-gender-specific departments called Dreamscapes.Dav

April 6, 2018

Harrods Revamps Toy Department
Harrods.jpeg

U.K. department store Harrods has opened the doors of its new gender-neutral toy department, Toy Kingdom.

Instead of segregating products into sections for boys and girls, Toy Kingdom features toys in non-gender-specific departments called Dreamscapes.

David Miller, director of Harrods Home, told

The Telegraph

that the goal of the redesign was to change the way toys are bought and sold.

Gender-neutral toy displays are becoming more common as parents buck against the so-called “Princess Culture” and perceived stereotyping in children’s products.

Toy Kingdom’s departments include:

  • The Big Top: With a circus theme, this department houses dress costumes, doll houses, rocking horses and soft toys.
    • The Candy Store
      • The Enchanted Forest: featuring arts and crafts as well as the latest collections from Sylvanian Families and Flutter Fairies.
        • Wonderland: Modeled after the Grand Canyon and presided over by a giant dragon, this department features toys such as train sets, remote-controlled devices and Scalextric.
          • The Odyssey: Space-themed with a gigantic space rocket crashing through the floor, the Area 51-inspired space features a gadget zone and limited edition toys.
            • The Reading Room: with book roundtables and electronic gaming pods.

              Subscribe and receive the latest news from the industry.

              Join 62,000+ members. Yes, it’s completely free.

              You May Also Like

              Loading..

              Report

              Loading..

              This site uses cookies to provide you with the best user experience possible. By using License Global, you accept our use of cookies.