Who we are

Exciting, inspirational, fun! Every visit to The Toy Store Oxford Street will be an experience you’ll want to remember again and again!

Established in 2004, and with a network of stores throughout the Middle East, we believe we know what makes a great place to buy toys. Our new store on Oxford Street - our first in Europe - will be the place where kids of all ages will love to visit, play, shop and have a great time.

Over two floors and 27,000 square feet of fun, we offer a great selection of toys and games, apparel, gifts and confectionary — from preschool and baby items, from soft toys to construction, to outdoor and educational items. While we don’t claim to have every toy on our shelves we are confident that we have the right toy for every child and every inner child too!

We stock the toys and games you know and love - you’ll find Disney, Marvel, Lego, Barbie, Ty, Paddington and Sylvanian Families to name just a few. We also stock some great new ranges, such as Star Wars, Shepperton Studios, Bonnie and Pearl, and our very own Mr Men character - Mr Fun!

But it’s The Toy Store experience you’ll really love - our store encourages kids to lose themselves in their imagination. With in-store entertainment, demonstrations and their best-loved characters coming to life. It’s an exciting and inspiring place to be!