‘British people are officially in love with cult toys – the must-have modern collectable’ Selfridges 

According to Selfridges, trend-setting Brits are filling their homes with record numbers of cult toys. Cult brand Momijii, and other toys are huge in the USA and Japan – have hit the mainstream with the opening of a department dedicated entirely to these and other design conscious toys aimed at adults.  The department will debut at Selfridges on Oxford Street.

This new department, which will be known as the Designer Toy Lounge, will be a white, modern museum-like space of thirty square metres and was unveil in October 2008.

Selfridges’ Director of Home and Leisure Kit Li-Perry says: “We are seeing more and more people are becoming interested in collecting again. Design conscious toys are the must-have modern collectable. These toys aimed at adults emerged as niche cult items and have now entered the zeitgeist by appealing to more and more people.”

Recognising this trend is showing no sign of stopping Selfridges will offer one of the UK’s largest selections of cult collectables with over 300 different items to choose from ranging from the affordable to the luxurious including exclusive ranges from Momijii – currently the most talked about designer toys on the market. 

Momiji is renowned for working with up and coming designers on its edgy collections of Japanese inspired designer dolls and accessories. Selfridges will exclusively offer the latest limited edition collection of 3 dolls designed by rising talent Yota Sampastneethumrong. Selfridges’ buying manager for home accessories Geraldine James helped choose the dolls as a judge in a design competition earlier this year run by Momiji and design movement Don’t Panic.

Article taken from artforum.com