When you think about a toy store’s audience you have to step outside your normal retail approach. Kids want play and discovery. Gift-givers (usually parents) want organization and convenience. How do you design a store that speaks to both sets of generational desires?

Enter the first upscale toy store in the Al Rai area, Kuwait. Intended to multiply the excitement of those tiny shoppers, Fantasy World features branded toys imported from all corners of the world in a soothing and lively atmosphere. The concept grew with more stores and soon became a family hangout destination.

The objective of the stores was to showcase the choice, depth and variety of a toy super store, coupled with the interactivity, intimacy and personal service of the specialty service boutique.

Fantasy World’s Avenues Mall location brings together the most beloved and familiar elements of the Fantasy World experience, but with a new twist on the store’s experience and elements. Expanded and newly added specialty merchandise signature categories include vignette room displays appealing to tweens; Bike Mountain, a monumental vertical display of the store’s deep and broad bike-and-cycle assortment; and Sweets, a whimsical candy, impulse, and novelty display zone that provides a variety of scale and merchandising textures, distinctively setting it apart from the more organized and property-defined areas of the store’s other departments.

The store’s visual feast of pattern, hue and shape are taken from Fantasy World’s core branding. Freddy, the quality guard mascot and the signature Rocket Ship has a home at each and every store.

See more of Fantasy World >

Check out another toy store in Guatemala with its own mascot, Tito