In London, the Harrods department store has created a children’s paradise where a child’s consumerist urges are no longer bound by outdated notions of what boys and girls want. Behold the gender-neutral toy department, where relatively expensive playthings are arranged according to theme.

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Harrods, appears to have taken the musings of 4-year-old Riley Maida, who railed against toy marketers to stop forcing pink stuff and princesses on little girls, to heart. Last week, the store unveiled a 26,000 square foot gender-neutral toy department called “Toy Kingdom.” Instead of grouping products into boys and girls, it is organized by theme, DeZeen Magazine reports.

Interior architectural firm, Shed, was commissioned to create the “ultimate fantasy land,” according to Retail Week, complete with an enchanted forest, miniature toy world, reading room and candy shop (where kids can, naturally, create their own custom lollipops).

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Interesting enough, the Qatari owner of Harrods plans to take the department store brand global by building upmarket hotels bearing its name in cities around the world, including one Chelsea Barracks in London.

Qatar Holding, part of the emirate’s sovereign wealth fund, announced it was diversifying into hospitality as part of a grand plan to make Harrods a global luxury brand.

What do you think? Smart move or not? Is this the wave of the future?

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