|An example of a Dreamscape in Toy Kingdom.|
Via Dezeen Magazine.
The new department, broken down into sections called Dreamscapes, is not only beautifully designed by the architectural firm, Shed, but also much less gender-conscious. Pink and blue no longer define the sections, but rather they're organized by themes that appeal to both boys and girls.
Breaking the mold for a toy section is huge because the distinction between boy and girl, particularly as defined in children, is so thoroughly steeped in our societal makeup. Stripping sections of pink and blue are redefining what children "should" or "shouldn't" be playing with and definitely speaking to the 2012 shopper (the new consumer).
In Toy Kingdom, a step has been made to level the playing field for boys and girls providing more options for both (as far as toys go). It is certainly a shift away from the antiquated social construct of blue vs. pink, and it's a move in the right direction. Though, it does have to be said that employees working in Toy Kingdom do have to wear blue (men) and pink (women) shirts -- which of course seems wildly counterproductive to the progress they're making even though it was said those colors just seemed to "fit".
However, for now Toy Kingdom is what it is: a beautifully decorated, new layout that does push boundaries for children's toys. And, there wasn't any mention of a video games section in Toy Kingdom which is a big relief to hear! So, it's baby steps if nothing else (even if this baby step is 24,000 square feet...).
For more information on Harrods' new installment, please click here.