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MYSTERY SHOPPER 45
HARRODS TOY KINGDOM
Wow. Harrods’ newly opened Toy Kingdom is something to behold. The shopping experience is defined by its stunning displays containing beautifully arranged assortments of toys, artfully placed in between carefully crafted branded areas. And the fixture and fittings are of the highest quality – just as you’d expect from the posh department store. The dedicated areas are skilfully set up and fun to look at, but Harrods also isn’t afraid to let different brands mingle together in showcase centrepieces in its six themed rooms. For example, there’s the fairy and fauna-inspired Enchanted Forest which features the likes of Sylvanian Families, and The Odyssey, a space age gadget area for boys.
KNIGHTSBRIDGE It’s not just the top brands which
are represented here, either. There’s plenty on show from the small suppliers. The only overriding theme is that of quality. When I ask for help I’m promptly
shown to the wooden toys and arts and crafts area. While I don’t receive many suggestions, the store attendant is upbeat and seems to be having fun helping me out – no great surprise. Of course, this being Harrods,
the Toy Kingdom isn’t cheap. But in terms of a shopping experience – this is hard to beat.
Verdict: Could this be the best shop in the UK? Impeccable presentation and a vast, quality range of toys.
5/5
THE ENTERTAINER
As I enter, the assistant at the counter, Steven, courteously asks if I need any assistance. When I ask where I can find
some traditional toys, he asks if I might be interested in some train sets. I nod. “You’ll find Thomas train sets as
well as other wooden train sets and toys down this aisle,” he says. I’m impressed and begin to make my way over there. After browsing for a while, the manager, Paul, steps in to ask if I need any further help. I give him my brief and he shows me the wooden toys section, which is actually pretty small and seems to only contain offerings from Melissa and Doug. “These are what you would call our traditional toys,” he enthuses,
SOUTHSIDE, WANDSWORTH
before picking up and explaining the merits of various products. When he hears that my budget is £20, he’s quick to highlight the different discounts and special offers available. He’s a friendly, warm guy who seems genuinely interested in helping me out. After admitting that The Entertainer’s selection is small, he leaves me to my devices with a few strong product suggestions.
Verdict: Another great store, only let down by its seeming lack of traditional toys.
4/5
TOY STOP EXCHANGE SHOPPING CENTRE, PUTNEY
I arrive at Toy Stop quite near closing time, and as I enter I’m informed that I only have five minutes of shopping time left, although it’s ten by my watch. This spacious shopping centre
store is well staffed (I count no less than four helpers) and, sensing that the staff are eager to leave, I walk around looking lost, just to see if anyone will come to help me, even though it’s so close to the store’s closing time.
Alas, after a few minutes I
haven’t been approached, so I give in and ask a young lad for a hand. Despite his shift nearly being over, he is friendly and
seems very keen to be my guide. Like most of the help I’ve
received today, he interprets the word ‘traditional’ to mean wooden
toys, and leads me over to the relevant section while politely enquiring for more details about the person I’m buying the toy for. The wood area is well stocked with a number of different brands, and the first suggestion is a cool- looking drum set.
The lad also seems to believe that there isn’t much for boys aged three in this sector, so as an alternative to the wood, he suggests I take a look at some electronic learning – reinterpreting my request for a wholesome, traditional play pattern. Clever.
Verdict: A well organised shop with plenty to explore. Plus, knowledgeable and enthusiastic customer service.
4/5 SEPTEMBER 2012
STAR STORE
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