Circular Christmas: The first high-end department store to offer a pre-loved toy pop-up



Opening until 23rd December, the pop-up will take residence in the Selfridges Toy Department on four, Selfridges London, and will feature a curation of pre-loved and unique toys, from collectable figures, to antique teddies, to classic family-favourite games.



This Christmas, Selfridges will become the first department store to offer a pre-loved toy pop-up in collaboration with London-based charity The TOY Project as part of its Project Earth RESELLFRIDGES resale platform.

As part of Selfridges’ Project Earth commitment to exploring circular retail models, The TOY Project pop-up will be the latest initiative to join its permanent resale platform RESELLFRIDGES. Customers will be able to shop pre-loved Christmas gifts for the family, as well as help the charity to provide toys to the children and families that need them most.

Selfridges customers will be invited to donate toys at the pop-up in the run up to Christmas, to prevent waste over the festive period. Donations can be made every weekend until 18th December.

These toys will either be sold back through the Selfridges pop up or the TOY Project’s north London store or given a second life and donated to children through the charity. Profits raised from The TOY Project are used to fund workshops and projects such as toy and book libraries and community events.

@Selfridges team member, Simone Wiltshire, checks out pre-loved toys at The TOY Project charity pop up at Selfridges London.

“Parents spend hundreds of millions of pounds on new toys for their children in the UK each year, many of which get little use. Recycling toys helps fund the TOY Project’s work but importantly it also reduces the number of unwanted toys that end up in landfill and in our oceans. We are so excited to be partnering with Selfridges and to be bringing the much-loved TOY Project shopping experience to Oxford Street.” – Jane Garfield, Founder of The TOY Project.

 “RESELLFRIDGES is our way of helping customers to discover the brilliance of pre-loved, archive and vintage pieces alongside more planet-friendly ways to shop to close the loop on waste. We’re excited to bring our resale platform to toys for the first time with a unique curation of pre-loved toys and games that make the perfect Christmas gift. Our partnership with The TOY Project is good for both planet and people, helping to combat waste over the festive period alongside supporting the charity’s fantastic work in local communities.” – Martyn Stroud, Selfridges Director of Home, Technology & Kidswear.

The TOY Project is the latest RESELLFRIDGES offer for children; customers can already shop pre-loved designer fashion for newborns up to 14-year-olds through Selfridges partnership with Kidswear Collective.

Curated in partnership with Selfridges, the edit of toys includes recycled puzzles, games, toy figures and mixed bags of smaller pre-loved toys which can be used for children’s parties alongside a collection of vintage toys and collectables.

The TOY Project joins Selfridges portfolio of new circular models, from its permanent resale platform RESELLFRIDGES, to Selfridges Rental, to refill and repairsservices, as part of Project Earth.



Selfridges unveils its Christmas of Dreams theme through iconic window displays and a new campaign. Christmas of Dreams launches across Selfridges stores in London, Birmingham and Manchester, and on, with a digital campaign starring actress Jane Horrocks.

Christmas of Dreams invites visitors to make their dream Christmas come true with Selfridges – from finding perfect gifts for loved ones, to imaginative solution-driven services, dazzling entertainment and over 4,000 experiences to be enjoyed together, both in store and digitally.

This year, Selfridges’ Christmas theme presents a slightly surreal, enchanted dream world. It blends creative references, from Busby Berkeley 1930’s golden age Hollywood, classic 1950’s technicolour film musicals and a new imaginary cast of characters who are brought to life not only in the windows but also in stores, and through Selfridges’ new digital campaign starring much loved British actress and singer, Jane Horrocks, and drag artist and sculptor Juno Birch.

@Selfridges TOY Project charity pop