5 Best Toy Stores in London (2026)

Independently ranked by our review of ratings, reviews and reputation · How we chose

By Talise Sterling, Goods and Shopping · ✓ Data verified August 2026 · 7 min read

London's toy stores cluster around Regent Street and Leicester Square in a way that turns an afternoon shopping trip into a genuine destination day, and the scale here reflects that. M&M'S London alone has logged 59,201 Google reviews, more than any single toy store on this page, though it's Hamleys that carries the toy-store crown by name recognition.

Short answer: For toy shopping in London, Hamleys on Regent Street leads with a 4.5 rating across 39,655 reviews, the world-famous flagship spread over multiple floors. Forbidden Planet London Megastore holds the highest rating at 4.6 for comics and collectibles, and The LEGO Store Leicester Square (4.6, 18,323 reviews) is the pick for builders of every age.

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1. Hamleys
2. M&M'S London
3. Forbidden Planet Londo…
4. The LEGO® Store Leices…
5. Disney Store
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London's toy stores, side by side

#	Business	Rating	Reviews	Best for
1	Hamleys	4.5 ★	39,655	The classic, all-ages toy shop experience	View ›
2	M&M'S London	4.3 ★	59,201	Customizable chocolate and family gifts	View ›
3	Forbidden Planet London Megastore	4.6 ★	21,171	Comics, collectibles, and pop culture	View ›
4	The LEGO® Store Leicester Square	4.6 ★	18,323	LEGO builds, minifigures, and collectible sets	View ›
5	Disney Store	4.4 ★	12,336	Disney merchandise and character gifts	View ›

Our top picks, reviewed

#1 Overall🕑 Open 7 days

Hamleys

4.539,655 Google reviews

Hamleys on Regent Street is a multi-floor toy store spanning LEGO and construction, soft toys, dolls, games and puzzles, and action figures, with staff giving live demonstrations of products throughout the day. The store, which marked its 265th year in 2026, includes a dedicated Lego section with sculptures and a teddy bear floor popular with visitors picking up souvenirs.

What people praise

Live product demonstrations create genuine energy on the shop floor
Multiple floors mean something for nearly every age group
Staff described as friendly and enthusiastic while demonstrating toys

Worth knowing

Gets extremely busy, plan for crowds and patience navigating floors
One reviewer flagged a pricier novelty item as poor value for the battery life

Reputation scorecardrank in London

Rating4.5 / 5

Review volume39,655 · 90th

Confidencevery high

Recency5 weeks ago

Info completenesssite · phone · hours

Rating breakdown65% 5-star

✓ VerifiedSource: Google

Our take: The most famous name on this page with the deepest review base at 39,655 and a solid 4.5 rating. Still the default first stop for a genuine London toy-shopping experience, just budget extra time for the crowds.

Website +448085101760 Directions

188-196 Regent St., London W1B 5BT

#2🕑 Open 7 days

M&M'S London

4.359,201 Google reviews

M&M'S London near Leicester Square is a themed retail store built around customizable candy mixes, gifts, and merchandise, spread across multiple floors near the heart of the West End. Visitors can build their own colour mix and pick up branded souvenirs, and the store draws large numbers of families and tourists throughout the day.

What people praise

Customization counter praised repeatedly as a fun, memorable experience for kids
Bright, colourful, high-energy atmosphere
Staff at the customization counter named directly for great service

Worth knowing

The largest review base on this page also carries the lowest rating, a sign of high volume rather than inconsistent quality, but worth noting

Reputation scorecardrank in London

Rating4.3 / 5

Review volume59,201 · 97th

Confidencevery high

Recency4 weeks ago

Info completenesssite · phone · hours

Rating breakdown57% 5-star

✓ VerifiedSource: Google

Our take: The single busiest name on this page by review count at 59,201, with a 4.3 rating. More of a themed candy and gift experience than a traditional toy store, but a strong stop if you're already near Leicester Square with kids.

Website +442070257184 Directions

1 Swiss Ct, London W1D 6AP

#3🕑 Open 7 days

Forbidden Planet London Megastore

4.621,171 Google reviews

Forbidden Planet London Megastore on Shaftesbury Avenue is a two-floor destination for comics, collectibles, trading cards, and pop culture merchandise, from Funko Pops to Warhammer to anime figures. The basement level holds an extensive book section covering comics and video game guides, and the store draws collectors and fans across every age group.

What people praise

Highest rating on this page, with reviewers praising the sheer scale of stock
Genuinely wide range covering Marvel, anime, Warhammer, and trading cards in one place
Central location with good transport links

Worth knowing

Gets very busy on weekends

Reputation scorecardrank in London

Rating4.6 / 5

Review volume21,171 · 83th

Confidencevery high

Recency8 weeks ago

Info completenesssite · phone · hours

Rating breakdown70% 5-star

✓ VerifiedSource: Google

Our take: The top-rated store on this page at 4.6 across 21,171 reviews. The place to go if the shopper is past classic toys and into comics, collectibles, or trading cards specifically.

Website +442074203666 Directions

179 Shaftesbury Ave, London WC2H 8JR

#4🕑 Open 7 days

The LEGO® Store Leicester Square

4.618,323 Google reviews

The LEGO Store Leicester Square is the brand's London flagship, featuring a towering Big Ben LEGO structure, a Harry Potter photo area, a Pick & Build wall, and a Minifigure Factory. The store also runs a free LEGO Passport program with location-specific stamps, along with regular pop-up events tied to major franchises.

What people praise

LEGO Passport stamp is a genuinely unique, free souvenir most visitors miss on a first trip
Displays and structures praised as museum-quality, not just retail
Staff enthusiasm consistently singled out across reviews

Worth knowing

Some previously available exclusive items have since been discontinued

Reputation scorecardrank in London

Rating4.6 / 5

Review volume18,323 · 77th

Confidencevery high

Recency6 weeks ago

Info completenesssite · phone · hours

Rating breakdown73% 5-star

✓ VerifiedSource: Google

Our take: A strong 4.6 rating across 18,323 reviews, tied with Forbidden Planet for the top score. The build-your-own and photo-op features make this worth visiting even for adult LEGO collectors, not just kids.

Website +442076650413 Directions

3 Swiss Ct, London W1D 6AP

#5🕑 Open 7 days

Disney Store

4.412,336 Google reviews

Disney Store on Oxford Street is the last remaining standalone Disney retail location after other UK branches closed, stocking the latest movie merchandise, clothing, and collectible figurines, with dedicated sections for Star Wars and Marvel upstairs. The store is a regular stop for Disney fans who now travel specifically to this location since alternatives shut down.

What people praise

Wide range of current and classic character merchandise in one place
Staff consistently praised as friendly, polite, and enthusiastic
Dedicated Star Wars and Marvel sections upstairs

Worth knowing

Now the only standalone Disney Store in much of the UK, so it can get crowded for a smaller-format shop

Reputation scorecardrank in London

Rating4.4 / 5

Review volume12,336 · 70th

Confidencevery high

Recency4 weeks ago

Info completenesssite · phone · hours

Rating breakdown62% 5-star

✓ VerifiedSource: Google

Our take: A 4.4 rating on 12,336 reviews. Worth the trip specifically for Disney, Star Wars, or Marvel collectors given how few standalone Disney stores remain in the UK.

Website +442074919136 Directions

350-352 Oxford St, London W1C 1JH

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How we score

Rating is the live Google average for each store. Review volume shows how many customers actually left a rating, and higher volume counts as stronger evidence over time. Confidence weighs the rating against that volume, so a strong score on a smaller sample carries less weight than the same score across tens of thousands of reviews. Recency checks how current the reviews are. No business can pay to change any of these numbers.

How much do toys cost in London? (2026)

Pricing at London’s toy stores spans a wide range, from a few pounds for small collectibles or pick-and-mix candy to well over a hundred pounds for premium LEGO sets or large plush figures. Most of the stores on this page organize stock by price band, making it easier to shop to a set budget rather than browsing blind.

Serving all of London

These stores cluster around Regent Street, Leicester Square, and Oxford Street, all within a short walk of each other in London’s West End. If you’re searching for toy stores near me from outside central London, a single trip into the West End covers nearly every major name on this list without needing to travel between separate parts of the city.

What to know before you shop for toys in London

Does the store offer gift wrapping or personalization for special occasions?
What are the busiest times to avoid long queues?
Is there a dedicated section for a specific franchise or age group?
Are exclusive or store-specific items still available, or discontinued?
Does the store offer international shipping if you’re visiting from abroad?
What’s the return policy on opened or unopened items?

Frequently asked questions

Are these rankings paid?

No. Rankings come from public Google data. A business can pay to be a Featured Partner (badge + top placement), but that never changes another business’s score or position.

How did you choose these toy stores?

We pulled real Google Business Profiles for toy stores across London and ranked them by rating, review volume, and how recently customers left reviews.

How often is this updated?

This page reflects Google data verified in August 2026 and is refreshed periodically to keep ratings and review counts current.

Which store is best for collectors rather than kids’ toys?

Forbidden Planet London Megastore focuses specifically on comics, collectibles, and pop culture merchandise, and holds the highest rating on this page.

Is the LEGO Passport really free?

Yes, reviewers confirm The LEGO Store Leicester Square offers a complimentary LEGO Passport with a location-specific stamp on the first floor.

The bottom line

For an all-ages toy shopping trip, Hamleys is still the safest and most iconic default. If you’re shopping for a collector or a LEGO fan specifically, Forbidden Planet or The LEGO Store are worth a dedicated visit. Expect crowds at any of these on weekends.

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