Sylvanian Families Pop-Up Shop – Brewer Street, London

Since Gloworm Festival, my little lady has been a huge fan of Sylvanian Families. In fact, it was at Gloworm that she fell in love with Freya Chocolate – and has since spent hours and hours playing with her own Sylvanian Families at home.

Sylvanian Families at Gloworm Festival
Sylvanian Families at Gloworm Festival

Sylvanian Families are also quite nostalgic for me – I played with them as a girl, and so love playing with them with Lily too. She is only 4, but I know she will love playing with them for years to come – just like I did.

Sylvanian Families - Gloworm Festival, where the love began!
Sylvanian Families – Gloworm Festival, where the love began!

So, it was no surprise that we were both super excited to find out there’s a pop-up shop in London – and we had to take a look… twice!

Meeting a festive Freya at the London pop-up shop
Meeting a festive Freya at the London pop-up shop

The shop is located in Brewer Street, Soho, and is very small, but from the moment you arrive, you’re transformed into a world of Sylvanian Families – in fact, you feel like you are actually in one of their little worlds yourself. It is more than just a shop, it is all about the experience.

Our first visit to the Sylvanian Families shop in October
Our first visit to the Sylvanian Families shop in October

You’re not only surrounded by toys you can buy, but also displays of little towns, villages, and toys in action. Lily loved the huge rainbow in the window, and the little house in the middle, with a model of Freya right at the entrance, as well as the little play table with characters to play with. Even the cash desk is framed in one of their famous Sylvanian 7-seater cars.

Welcome to London!
Welcome to London!

At the back is an iconic phone box and an area where you can see the very limited Guardian Bear, as well as exclusive offers for in store. They even deliver for free to your home when you spend over £25 on play sets, meaning you don’t need to carry them around London with you afterwards.

Playing in the shop - it is all about the experience
Playing in the shop – it is all about the experience

The shop has always been quiet when we have visited, which is lovely, and we can’t fault the staff for being so enthusiastic, friendly, and part of the experience for Lily. You’re not pressured into buying anything, but the team are chatty and friendly, making you feel very welcome.

We visited at the end of October where Lily picked up a cute little Halloween set, but it was Christmas that truly blew her away, when within a minute of walking in, Freya appeared!

Totally starstruck – cuddles with Freya

There are meet and greets throughout weekends and on holiday dates with some of the characters, but to meet a very festive Freya on Christmas Eve, she was just in her true element.

They had a festive dance together – made her Christmas!

She was starstruck, and the best was still to come – she ended up dancing with Freya to “I Wish it Could be Christmas Every Day”, and hasn’t stopped talking about it since. It’s the Christmas magic you dream of, and that was thanks to the Sylvanian Families in London!

Bear on Brewer Street!
Bear on Brewer Street!

She was given a little goody bag and I picked up a special little gingerbread house for her Christmas, which she has loved every minute of playing with. We aren’t London based but it was definitely worth a visit when we visited our family in October and for Christmas.

On the train back afterwards and then when she cosied up in bed on Christmas Eve, ready for Santa to come that night, she said “tonight, I’m going to close my eyes and dream of dancing with Freya today”. Hearing that just totally melted my heart and I can’t thank Freya and the lovely staff in the Sylvanian Families shop for sprinkling Christmas magic onto us this year.

This one hopes to see them at Gloworm Festival again in 2020!

The shop is only open until January 12th, so be quick if you want to visit!

For more information about the Sylvanian Families pop-up shop, click here.

For more information about Gloworm Festival, click here.

Information about visiting

  • The address is 52 Brewer Street, London, W1F 9TQ,
  • The nearest tube stations are Piccadilly Circus or Oxford Circus. We walked with the pushchair from Charing Cross as came in from London Bridge and it took about 10 minutes past Trafalgar Square.
  • There are steps to get into the shop, but the staff are able to help with access if needed, for example with pushchairs.
  • Visit the website here for a voucher to take into the shop with you