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Harrods unveils gender-neutral toy department

Published 07 August 2012

British luxury department store Harrods has opened its first, 26,000ft² gender-neutral toy department to organize products by theme than over grouping based on gender.

'Toy Kingdom' is said to be an 'ultimate fantasy world' created by Singapore-based interior architectural firm, Shed featuring an enchanted forest, miniature toy world, reading room and candy shop.

Shed lead designer Matt Smith was quoted by The Telegraph stating that the different zones called Dreamscapes are deliberate non-gender-specific, as increasingly children are playing with different toys and for which balance was needed.

Shed said that Toy Kingdom is space meant to reflect the fame and prestige of Harrods while going into different worlds and it was an opportunity to 'honor the traditional while composing an ultimate fantasy land.

Harrods Store Image Head Mark Briggs said that it is retail entertainment.

"Coming to the Toy Kingdom will be like a day out, and you need to be taken out of the real world to enjoy the reality of shopping," added Briggs.