44 MYSTERY SHOPPER West London We head into London in search of a traditional toy priced under £20 for a boy aged three…
JUST WILLIAMS
Just Williams is a long oblong- shaped hallway of toys. Presentation wise, the shop somehow blends a crammed-with- toys style that kids love with a clean, orderly arrangement. As I make my way through the
store and past the counter, the girl at the till politely greets me and lets me know that she’s here to help. While browsing, I notice that the
various brands are complemented by plenty of medium and big box items, something which isn’t so common in smaller independents, in Mystery Shopper’s experience. Various flourishes and touches bring character to the store, including some very charming home-made signs.
I ask the softly spoken girl for help and, after asking who I’m
SEPTEMBER 2012
BALHAM HILL, LONDON
buying for, she makes a multitude of appropriate suggestions. Despite conceding that three is a tough age for boys and traditional toys, I’m shown a Hummingtop by Bigjigs and a velcro role-play set by Melissa and Doug.
After making the suggestions she begins diligently realigning some product – no wonder the shop looks so tidy. Before leaving, she makes a last ditch attempt to help by suggesting one of those classic cork board and pin creative kits by Haba. “Enjoy the sunshine,” she says,
as I leave.
Verdict: A well-arranged shop with warm customer service and a decent range.
4/5
CHELSEA TOYS
“If you need any help, just let me know,” says the shop owner as I enter Chelsea Toys. Because of the cosy
environment (this shop is only about four square metres), I feel it would be rude to not take her up on her offer. I tell her I’m looking for a
traditional toy for a boy aged three and I’m in luck, as the shop has just received a delivery of toys perfect for that age. We start by looking at some Design and Drill sets by Learning Resources, and a Dizzy Fun Set, which involves cog play. “Kids love cogs,” I’m told. “Is that true? What evidence is
there to support that?” I challenge. To emphasise the point she
shows me another cog-based car
SOUTH KENSINGTON
construction kit by Haba, followed by an explanation of the play value of cogs. Touché.
Her sales patter and enthusiasm is almost irresistible and she has an impeccable knowledge. As you would expect, Chelsea
Toys charges Chelsea prices for its toys. Some of the prices, particularly for the medium and bigger boxes, are marked up to the sky. Consequentially, there isn’t much available within my budget. I’ve been suggested dozens of
toys but I’m feeling claustrophobic and decide to escape.
Verdict: A nice shop with tons of personality, but most people will have a hard time paying these prices.