MYSTERY SHOPPER
London
This month Mystery Shopper takes to ‘The Big Smoke’ in search of some of the UK capital’s independent toy shops. The mission: a traditional toy for an eight year old girl
PETIT CHOU 15 St Christopher’s Palace, West End, London HARRODS
With four large rooms dedicated to toys, board games, dolls, fancy dress, remote control everythings, one room for LEGO and all else in between, there‘s a reason they call it Toy Kingdom. I walked in, almost stumbling over a store assistant who was whizzing around the floor on a small ride-on. Another stood performing magic with various props while helicopters flew around the room. On the verge of sensory overload I took stock before a ‘demonstration zone‘. I asked a chirpy assistant what she might suggest for an eight year old
87 – 135 Brompton Road, London
girl. “Oh loads,” she replied. “What kind of thing are you after? Cuddly toys, dress up, dolls, arts and craft?” I told her I wanted a traditional toy that was a bit unusual. “I know just the thing,” she
said, “follow me, what’s her name?” Pardon? I choked. She was clearly trying to catch me out.
Or just do her job. “Um,” I fumbled for far too long. “Sian.” I finally said almost convincingly. The girl bought it and next thing she was looking up ‘Sian’ in a catalogue of girls names on the computer. It wasn’t there. Of course it wasn’t. I felt bad for her so
we settled – for the sake of the demonstration – for Shaun. She showed me an alarm clock that would sing personalised messages and songs (lucky Shaun). “It’s great,” she enthused, “because you can play pre- recorded songs on these CDs, or the kids can mess around and record their own messages.” It was very impressive. I was sold. But I knew that poor little
Sian would have something to say. “Well, we have so much
here, why don’t you have a look around.” I thanked her for her help and did as I was bid. For the next half an hour.
VERDICT: Toy Kingdom is packed with toys and games while the atmosphere buzzes with excitement and activity. Some areas are more active than others however, and I felt the arts and craft section was undersold on this occasion through lack of demonstration. The rest of the Kingdom made up for it with excitement and great customer service.
52 March
Petit Chou’s website labels it ‘the finest independent toy shop in London’, a bold claim, considering the competition. A warm ‘hello’ greets me as I enter. I respond in kind and ask the friendly shop owner what she could suggest for my eight year old niece. The toys are gathered towards the back of the shop. It’s a relatively small offering, with the majority of the store filled with children’s clothing. “How much are you looking to spend?” she asks.
I tell her and she points to the sale section. The prices are perfect, but the puzzles on offer all look a bit young. Sensing my hesitation, she continues to lay various options out on the counter. The shelves are decorated with some good-looking toys.
A wooden fire station and a wooden pirate ship from Hape join a number of early years toys. “We have this miniature tea set, it’s a nice little set. There is a bigger version but it’s a bit more expensive.” It was about £60 more expensive, but the mini version was nicely priced. Cute cuddly animals populated another shelf, while the woman gestured to a giant atlas puzzle. It was impressive, but again, out of the price range. “We also have a few puppets, a puppet theatre and these lovely Russian Dolls.” The store had a great feel, almost boutique-like with a unique selection of toys. A shame then, that most was vastly out of the price limit, but I was tempted to break the bank.
4/5
VERDICT: The shop had an intimate and welcoming feel with great attention to detail reflected in its uniquely selected product range. While some of the prices were fairly isolating, the excellent service made me feel valued as a customer. Product was somewhat limited for the age range, but charming.
3/5
www.toynews-online.biz
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