For Christmas 2020 we opened a ground floor Christmas Shop ‘Benjamin’s Christmas Bazaar’ at the entrance of the iconic Covent Garden market building. A shopping experience for all the family visiting Covent Garden, our shop greeted visitors who came to see the biggest Christmas tree in London and the Wonderwood where we decorated a Christmas Tree. Inside the shop one could find a cornucopia of baubles, Christmas decorations and our famous vintage style advent calendars. Populated with a selection of our favourites, the Maileg Mice took up residence. To encourage visitors to our bricks and mortar store, our selection was exclusive to the store and click and collect.
We commissioned photographer and stylist Dolly Treasures to make 7 wreaths from recycled toys to decorate the windows. And we worked with Mr Zeel of The Golden Thread Project to create a secret grotto and a forest of Tree Elves. The story behind the theme was to encourage customers to engage with sustainability when purchasing quality toys. Most of our toys are printed paper or made from wood or fabric. We try to work with artisans and small independent producers where possible. We also wanted to encourage recycling and partnered with The Toy Project with an auction of artists work to raise money in the pandemic to help provide toys for children and families in need at Christmas.
At the same time our partners in Hong Kong worked with L’Avenue an upmarket shopping mall in Shanghai to open a pop-up shop as part of the Benjamin Pollock’s Toyshop ‘Wishingland’ Display.
We are fiercely independent and in December 2020 contributed to Holly Tucker’s campaign Flying the Flag for small businesses. We were asked to fly the flag for independent business, Covent Garden & Toyshops. Watch the video here.