When it comes to magical shopping experiences, London stands proudly as a haven for toy lovers of all ages. Home to some of the most historic, luxurious, and enchanting toy stores, the city offers a vast variety for parents, children, and collectors alike.
From iconic giants like Hamleys to hidden independent gems tucked away in charming neighbourhoods, London’s toy scene is rich, diverse, and endlessly exciting. In this guide, we explore the top 10 toy stores in London, UK, helping families uncover the perfect spots to find treasures for their little ones.
What Makes London a Top Destination for Toy Shopping?
London’s toy shopping experience is unique thanks to its combination of history, creativity, and innovation. Some of the reasons include:
- Historical Icons: Stores like Hamleys have been delighting visitors since 1760.
- Wide Range of Offerings: From luxury toys to educational products and quirky novelties.
- Experiential Shopping: Many shops provide interactive play areas, workshops, and special events.
- Accessibility: Central London is brimming with stores, easily reachable via public transport.
- Cultural Influence: London stores often feature toys inspired by British culture and famous landmarks
How Should You Choose the Right Toys in London Based on Your Child’s Needs?
Selecting the perfect toy can feel overwhelming with London’s enormous range on offer. Whether you visit Hamleys, Harrods, or an independent shop, it’s important to pick toys that match your child’s age, interests, and developmental needs. Here’s a simple guide to help parents make thoughtful, informed choices:
| Criteria | Toy Type | Example Characters or Brands | Focus Area |
| Age 0–2 Years | Soft toys, sensory toys, stacking blocks | Paddington Bear, Early Learning Centre sensory ranges | Motor skills, sensory development |
| Age 3–5 Years | Role-play sets, beginner puzzles, art kits | Peppa Pig, LEGO Duplo, Play-Doh | Imagination, social skills, creativity |
| Age 6–8 Years | Construction kits, simple science sets, interactive storybooks | LEGO City, Crayola, Disney Princess | Problem-solving, literacy, early STEM |
| Age 9–12 Years | Complex LEGO sets, board games, beginner robotics kits | LEGO Technic, Marvel, Pokémon | Critical thinking, collaboration, coding basics |
| Teenagers | Advanced model kits, collectible figures, creative tech kits | Star Wars LEGO, Marvel Collectibles, Raspberry Pi kits | Innovation, advanced problem-solving, creative thinking |
Tips for Smart Toy Selection
- Know your child’s favourite characters: Picking a toy featuring beloved figures like Spider-Man or Elsa can boost engagement.
- Match to learning needs: For example, science kits for budding inventors or art sets for creative minds.
- Consider practical needs: Choose travel sized toys for holidays or outdoor toys for active kids.
- Balance fun and growth: Select toys that both entertain and support knowledge and skill development.
By thoughtfully selecting toys, parents can spark joy while encouraging valuable learning experiences for their children.
What Are the Best Tips for Parents When Shopping for Toys in London?
Navigating London’s incredible toy stores can be thrilling but overwhelming, especially for busy parents. Whether shopping for birthdays, holidays, or educational purposes, a few smart strategies can make the experience smoother, more enjoyable, and more rewarding for both children and adults.
Set a Purpose Before You Shop
Decide whether you’re looking for educational toys, character-themed gifts, or simply a fun treat. Having a clear goal in mind will help you choose wisely among the hundreds of dazzling options.
Consider Your Child’s Interests and Development Stage
Select toys that match your child’s current passions (like superheroes, building, or art) and support their age-appropriate developmental needs.
Research Store Offers and Events
Stores like Hamleys and LEGO often run seasonal promotions, workshops, and live shows. Checking their websites beforehand can help you plan your visit around special activities.
Budget and Prioritise
With so many temptations, it’s easy to overspend. Set a realistic budget and involve older children by letting them choose within a set limit teaching valuable financial lessons too.
Emphasise Quality Over Quantity
Fewer high-quality, thoughtfully chosen toys often deliver more lasting joy and developmental benefit than a basketful of impulse buys.
Shop During Off-Peak Hours
Weekday mornings are usually quieter, offering a more relaxed shopping environment, especially in busy locations like Regent Street or Westfield London.
What Are the Top 10 Toy Stores in London, UK
1. Hamleys
Hamleys on Regent Street is an unmissable family destination where shopping feels like a theatrical experience. Spread across seven vibrant floors, it offers LEGO sets, Barbie dolls, Nerf blasters, Playmobil, Harry Potter merchandise, board games, and magic kits. A visit here combines pure fun with efficient shopping, making it ideal for tight London itineraries.
Must-Try Experiences
- Live toy demonstrations
- Exclusive Hamleys bears and souvenirs
- Magic shows and interactive play zones
Website: hamleys.com
Address: 188-196 Regent St, London W1B 5BT
Phone: +44 0371 704 1977
Email: customerservices@hamleys.co.uk
2. LEGO Store Leicester Square
The LEGO Store at Leicester Square immerses visitors in creative wonder, featuring giant LEGO sculptures like Big Ben and a London Tube carriage. You can shop iconic lines such as LEGO Architecture, LEGO Technic, LEGO Marvel, and limited-edition London sets. Kids and adults can design their own LEGO portraits on-site.
Top Attractions Inside
- Digital LEGO Mosaic Maker
- Life-size LEGO models of London landmarks
- Exclusive LEGO London Bus and Telephone Box kits
Website: lego.com
Address: 3 Swiss Ct, London W1D 6AP
Phone: +442076650413
3. Benjamin Pollock’s Toyshop
Located in Covent Garden, Benjamin Pollock’s offers a magical selection of traditional toys like Victorian-style toy theatres, hand-cut marionettes, vintage puzzles, and charming paper models. Perfect for collectors and parents seeking a nostalgic shopping experience.
Signature Collections
- Hand-painted toy theatres
- Victorian paper dolls
- Traditional wooden puzzles
Website: pollocks-coventgarden.co.uk
Address: 44 The Market Building, Covent Garden, London WC2E 8RF
Phone: +442073797866
Email: info@pollocks-coventgarden.co.uk
4. Harrods Toy Department
Inside London’s most famous luxury store, Harrods’ Toy Department offers a premium selection of Steiff teddy bears, exquisite dolls, designer ride-on cars, and rare collector’s items. Expect luxury displays and a curated shopping experience ideal for special occasions.
Luxury Highlights
- Limited-edition Steiff bears
- Bespoke dollhouses
- Luxury electric ride-on vehicles
Website: harrods.com
Address: Harrods Fourth Floor, 87-135 Brompton Rd, London SW1X 7XL, United Kingdom
Phone: +442077301234
Email: customer.service@harrods.com
5. Disney Store Oxford Street
Bringing Disney magic to central London, the Disney Store features a wide range of beloved characters from Mickey Mouse to Marvel Avengers. Pick up plush toys, costumes, figurines, and exclusive London-themed Disney products perfect for gifts.
Magical Must-Haves
- Disney Princess costumes
- Star Wars action figures
- London-themed Mickey & Minnie merchandise
Website: disneystore.co.uk
Address: 350-352 Oxford St, London W1C 1JH, United Kingdom
Phone: +44 2074919136
6. Early Learning Centre
Known for inspiring young minds, Early Learning Centre offers a wide range of educational toys, including building blocks, musical toys, art supplies, and role-play sets. Everything is designed to support different stages of early childhood development.
Smart Picks for Learning
- STEM construction sets
- Sensory and tactile toys for babies
- Pretend play kitchens and toolkits
Website: elc.co.uk
Address: Westfield stratford city, M&S Unit D3, Montfichet Rd, London E20 1EH, United Kingdom
Phone: +44 0330 135 9089
Email: elccustomerservice@theentertainer.com
7. Whirligig Toys
Whirligig Toys is a gem in Greenwich, offering a wide selection of creative, hands-on toys that inspire learning through doing. From craft kits and wooden puzzles to science sets and build-your-own models, every toy is designed to spark imagination and problem-solving in children of all ages.
Creative Standouts
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Build-your-own mechanical kits
-
Craft and design sets for different age groups
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Award-winning educational toys and puzzles
Website: whirligigtoys.co.uk
Address: 90-92 Mount Pleasant Rd, Tunbridge Wells TN1 1RT, United Kingdom
Phone: +44 01273 693241
Email: info@whirligigtoys.co.uk
8. Just Williams Toys
Just Williams Toys brings high-quality, traditional playthings to London families with a strong focus on classic board games, educational puzzles, outdoor toys, and premium soft toys. Their commitment to service includes free gift wrapping.
Family Favourites
- Classic board games like Monopoly and Scrabble
- Soft cuddly toys
- Outdoor sports equipment for kids
Website: justwilliamstoys.com
Address: 106 Grove Vale, London SE22 8DR, United Kingdom
Phone: +44 0208 299 3444
Email: info@justwilliamstoys.com
9. The Science Museum Shop
This shop, located inside London’s famous Science Museum, offers a mind-blowing range of educational toys and science kits for children eager to experiment and explore. Products are designed to ignite a passion for science from an early age.
Brain-Boosting Bestsellers
- DIY chemistry and physics kits
- Space and astronomy models
- Robotics and coding toys
Website:shop.sciencemuseum.org.uk
Address: Exhibition Rd, South Kensington, London SW7 2DD
Phone: +44 20 7942 4000
Email: info@sciencemuseum.ac.uk
10. Build-A-Bear Workshop
At Build-A-Bear Workshop, children and adults alike enjoy crafting their own custom plush companions, choosing everything from the bear’s fur to its outfit and even its voice recording. It’s an unforgettable, personal experience perfect for birthdays and gifts.
Custom Creations to Love
- Personalised teddy bears
- Star Wars, Marvel, and Pokémon plush collections
- Customisable accessories and outfits
Website: buildabear.co.uk
Address: Build-A-Bear Workshop, Selfridges & Co, 400 Oxford St, London W1A 1AB, United Kingdom
Phone: +44 01753 560748
How Can Toys Help Improve Children’s Knowledge and Skills?
Toys are far more than entertainment when chosen thoughtfully, they become powerful tools for learning and development. In London’s top toy stores, parents can find a wide range of toys designed to boost different areas of a child’s knowledge, creativity, and critical thinking abilities.
Here’s how toys can play a crucial role in a child’s growth:
1. Enhancing Cognitive Skills
Puzzles, memory games, and construction sets like LEGO encourage logical thinking, problem-solving, and spatial awareness. Children learn to think critically, strategise, and develop perseverance.
Example
- LEGO Technic sets for building complex structures
- Science Museum chemistry kits for experimental thinking
2. Developing Language and Literacy
Interactive books, storytelling sets, and themed playsets expand vocabulary, improve listening skills, and foster a love for reading from an early age.
Example
- Storytime books from Ottie and the Bea
- Character-themed learning toys from Disney Store
3. Boosting Creativity and Imagination
Art supplies, DIY kits, dollhouses, and role-play toys inspire children to invent stories, imagine new worlds, and express themselves freely through play.
Example
- Crayola creative sets from Early Learning Centre
- Toy theatres from Benjamin Pollock’s Toyshop
4. Supporting Physical Development
Ride-on toys, building blocks, and outdoor play equipment improve motor skills, hand-eye coordination, and balance.
Example
- Balance bikes and trikes from Just Williams Toys
- Stacking and building blocks for toddlers
5. Encouraging Social and Emotional Skills
Board games, group activities, and cooperative playsets teach children about teamwork, patience, sharing, and empathy all vital life skills.
Example
- Monopoly or Scrabble for family game nights
- Build-A-Bear Workshops promoting emotional bonding through personalised toys
Conclusion
Isn’t it fascinating how London, a city renowned for its history and culture, is also a playground for the imagination? From legendary giants like Hamleys to the charming corners of Benjamin Pollock’s Toyshop, every visit to a London toy store feels like stepping into a storybook.
Whether you’re hunting for a cherished teddy bear, a cutting-edge science kit, or a custom-made LEGO masterpiece, London’s toy stores offer endless possibilities for discovery, learning, and laughter.
So next time you’re planning a family adventure, why not let a toy shop or two be part of your itinerary? You might just find that the most magical souvenirs of London aren’t found in postcards they’re hidden inside a toy box.
FAQs About Toy Stores in London, UK
Which toy store in London is best for babies and toddlers?
The Early Learning Centre and the baby section at Hamleys are excellent for age-appropriate sensory toys and developmental products for young children.
Where can I find exclusive London-themed toys?
Hamleys, LEGO Store Leicester Square, and Disney Store Oxford Street offer a wide range of London-exclusive toys, including mini London buses, Big Ben models, and themed plush toys.
Are there any educational-focused toy stores in London?
Yes, the Science Museum Shop specialises in STEM toys, science kits, and educational games that promote knowledge through play.
Which stores are best for customised toys in London?
Build-A-Bear Workshop is perfect for creating personalised stuffed animals, while the LEGO Store offers custom-built LEGO mosaics.
Can I find sustainable and eco-friendly toys in London?
Ottie and the Bea offers a thoughtfully curated selection of eco-conscious toys made from sustainable materials and non-toxic paints.
Is it better to shop online or visit in person at London toy stores?
While online shopping is convenient, visiting in person allows children to experience interactive displays, special in-store events, and exclusive offers not available online.
When is the best time to visit toy stores in London?
Weekday mornings are the quietest, making it easier to browse comfortably. If visiting during holidays like Christmas, plan ahead as popular stores like Hamleys can get very crowded.