The independent toy retailer has two locations in London and is the latest member of the Toymaster buying group
Just Williams Toys has become the latest member of the Toymaster buying group.
The retailer has two locations in London, one in Beckenham and another in East Dulwich, and is owned by Joseph and Sophie Hollier. You can get in touch with the team on 07712723934 or email sophie@justwilliamstoys.com.
The Toymaster team said in a statement: “We would like to welcome Just Williams Toys to the Toymaster family. We wish Joe, Sophie and the team the best of luck and every success.”
TnP caught up with the Just Williams Toys team last month to learn how the first year had gone for new owners Joe and Sophie, who bought the stores at the beginning of 2026.
“For us, the response has been to focus on what an independent toy shop can do differently,” they told us. “We’re investing in our ranges, improving our buying and merchandising, introducing more newness and giving customers reasons to visit us rather than simply buying online. We’re also looking at ways of investing in our digital offering and exploring areas beyond traditional retail such as local partnerships.
“Ultimately, we believe there is still a really strong future for independent toy shops, but they have to evolve with the customer.”
CLICK HERE to read the full interview in the latest issue of Toys n Playthings
