Where to shop for toys in London?

Why London Is Every Child’s Dream Toyland

If you’re searching for the perfect toy, London is the place where magic meets imagination. Whether you want a handmade wooden train, the latest gaming console, or a giant cuddly teddy bear, the capital city offers something special for every age and interest. From world-famous stores like Hamleys to unique toy boutiques in Covent Garden, exploring toy shops in London is an adventure in itself.

Hamleys: The Most Famous Toy Shop in London

Over two hundred years ago, William Hamley opened his toy shop in London with one dream — to create the best toy store in the world. His vision became reality, and today, Hamleys on Regent Street stands as one of the city’s most cherished landmarks.

Spanning seven floors filled with laughter, color, and creativity, Hamleys is every child’s paradise. From the moment you walk through its red doors, you’re greeted by friendly staff performing toy demonstrations, music echoing through the halls, and the joyful sound of children discovering their new favorite plaything.

Each floor is dedicated to a different age or interest — baby toys, soft toys, dolls, puzzles, games, action figures, and even collectible items. There’s also a section for adults who are still young at heart!

Staying at a hotel near earl's court makes visiting Hamleys convenient — just a quick Tube ride away. A visit here is a must for families, and the hardest part will be convincing your kids to leave.

LEGO Store Leicester Square: Where Creativity Comes to Life

If you’re looking for hands-on fun, the LEGO Store in Leicester Square is another must-visit destination. It’s the largest LEGO store in the world and an experience that goes far beyond shopping.

Kids can immerse themselves in interactive play zones, admire enormous LEGO sculptures — like a life-sized Tube train, a Big Ben model, or even Dr Who’s TARDIS — and take amazing photos. One of the most popular features is the LEGO Mosaic Maker, where you can turn your face into a custom LEGO portrait. Be sure to book early, as this experience is in high demand.

The store’s friendly staff often organize live demonstrations and mini-building challenges, making it a vibrant hub for creativity. Located right in the heart of London’s entertainment district, it’s an easy stop before or after exploring the West End or grabbing a bite nearby.

Harrods and Selfridges: Luxury Toy Shopping in Style

After enjoying a hearty breakfast at one of the restaurants near South Kensington, take a stroll to Harrods, one of London’s most iconic department stores. Inside, you’ll find an enchanting toy kingdom that combines elegance with imagination.

Harrods’ toy department is famous for its seasonal displays — especially during Christmas, when the windows come alive with animated scenes and festive characters. From limited-edition teddy bears to luxury dolls and designer toys, it’s the perfect place for those looking for unique or collectible gifts.

A short journey away, Selfridges on Oxford Street offers another exceptional shopping experience. Its toy section features everything from modern games to traditional crafts, often showcasing exclusive collaborations and sustainable toy brands. Around the holidays, you may even spot Santa Claus himself, ready to greet little ones with smiles and small gifts — a memory children will cherish forever.

Benjamin Pollock’s Toyshop: Traditional Toys and Timeless Charm

If your heart leans toward nostalgia, then Benjamin Pollock’s Toyshop in Covent Garden is an absolute treasure. Established in the 1880s, it’s one of the oldest toy shops in London and continues to celebrate the magic of storytelling through toys.

This charming little shop specializes in traditional toys, toy theatres, shadow boxes, and paper models that bring classic tales like Peter Pan and Sleeping Beauty to life. Inside, you’ll also find beautifully designed kaleidoscopes, domino sets, pop-up toys, and 3D creative kits that inspire imagination and creativity.

It’s the perfect place to find a meaningful, handcrafted gift — something with character, history, and artistic flair. Even adults will find themselves reminiscing about childhood days as they browse the shelves filled with timeless treasures.

Are There Any Hidden Gem Toy Shops in London?

While Hamleys and LEGO often steal the spotlight, London also hides a few lesser-known gems worth exploring.

• Science Museum Shop (South Kensington): A perfect stop after a museum visit, featuring educational toys, science kits, and gadgets that blend fun with learning.

• The Disney Store (Oxford Street): A paradise for fans of Disney, Pixar, Marvel, and Star Wars, with exclusive merchandise and life-size character displays.

• The Entertainer: Found in several locations across the city, this popular UK chain offers a wide variety of toys at great value — perfect for everyday gifts.

Exploring these smaller stores gives you a chance to discover unique finds while avoiding crowds.

When Is the Best Time to Shop for Toys in London?

Toy shopping in London is a year-round delight, but the Christmas season adds an extra touch of magic. The streets sparkle with lights, store windows transform into winter wonderlands, and most major toy stores host special events for children.

If you prefer quieter shopping experiences, weekdays or early mornings are best. Visiting stores like Hamleys right after opening time ensures a calmer experience and plenty of time for demonstrations and play.

Staying Near London’s Best Toy Shops

For those planning to explore multiple toy stores in one trip, staying near Central London is ideal. The Park City Grand Plaza Kensington provides comfortable accommodation close to the city’s top attractions, museums, and shopping districts — making it easy to reach places like Regent Street, Oxford Street, and Covent Garden.

Final Thoughts

Shopping for toys in London is more than just a retail experience — it’s an exploration of imagination, creativity, and joy. From the world-renowned Hamleys to the artistic charm of Benjamin Pollock’s Toyshop, every store has a story to tell and memories to create.

Whether you’re buying for a child or indulging your own inner kid, London’s toy shops offer a magical adventure that will leave you smiling long after you return home. So next time you’re in the city, step into these playful worlds — because in London, the joy of toys never gets old.