Instead of segregating products into sections for boys and girls, Toy Kingdom features toys in non-gender-specific departments called Dreamscapes.
David Miller, director of Harrods Home, told The Telegraph that the goal of the redesign was to change the way toys are bought and sold.
Gender-neutral toy displays are becoming more common as parents buck against the so-called “Princess Culture” and perceived stereotyping in children’s products.
Toy Kingdom’s departments include:
- The Big Top: With a circus theme, this department houses dress costumes, doll houses, rocking horses and soft toys.
- The Candy Store
- The Enchanted Forest: featuring arts and crafts as well as the latest collections from Sylvanian Families and Flutter Fairies.
- Wonderland: Modeled after the Grand Canyon and presided over by a giant dragon, this department features toys such as train sets, remote-controlled devices and Scalextric.
- The Odyssey: Space-themed with a gigantic space rocket crashing through the floor, the Area 51-inspired space features a gadget zone and limited edition toys.
- The Reading Room: with book roundtables and electronic gaming pods.