And that's not all. More conventional ware such as Barbie's new range of accessories are also on offer. A Barbie point-of-sale cash register where credit cards can be scanned and cash paid is one of the more alluring of these. To make the transaction authentic, a slip gets printed at the end of the deal!

Then there is a Barbie phone that could easily be mistaken for a regular EPABX system, and a Barbie Discman with personalised CDs. All under one roof.The Bangalore based Toys Kemp group, which has evolved as one of the largest retail toy chains in the country unveiled its new store in Delhi's Karol Bagh area last week. The store is positioned as a one-stop destination offering the largest collection of the world's best-known brand-names in toys for children of all ages. Sprawled over a spacious 8,000 sq ft, Toys Kemp is being billed as the Capital's largest toy shop and showcases over 5,000 toys. The goodies include both national and international brands to delight the l'il ones in 15 categories: Magic Kemp, Tinsy Kemp, pre-school Kemp and Remote Control Car Kemp toys, to name just a few.

That the merchandise features some cool stuff can be gauged from the products of world class manufacturers from China, the US and the UK that the store features. So you have innovative electronics games from American Tiger Electronics, remote-controlled cars from Nicco, Binny & Smith known for their stationary and popular brand Crayola, board games from Parker Brothers, blocks from Lego and simply irresistible, innovative candy from American company CAP. Mattel, Hot Wheels, Fisher Price, Hasbro and others also find place in the store.

Amongst the national brands Toys Kemp displays are the popular soft toys from Play `n' Pets, the Sunzoo and Masoom brands of dolls and activity and board games from OK Play and Funskool.

It's not as if the toys here are only for those with deep pockets-the price range here starts at Rs 25, and peaks sharply at Rs 25,000. The Mercedes, of course, takes the price graph up to Rs 3 lakh. "What we want to do is to position Toys Kemp as an aspirational brand, even though a bulk of our products are ranged between Rs 300 and Rs 1,000," says Mr Ravi V Melwani, managing partner of Kemp Fort. Toys Kemp is his brainchild.

Toys Kemp's retail network includes 13 outlets, one each in Delhi, Indore and Coimbatore, three in Chennai and six in Bangalore. Plans are underway to set up another three outlets by the end of October in Mumbai and Pune. Within the next three years, Kemp Fort has ambitions of setting up a chain of 500 stores across the country at an estimated cost of Rs 700 crore. The kids are not going to be complaining.