In the Future Hypermarket project, we have deeply remodelled several areas of the store to provide remarkable and unforgettable experiences. One of these areas was the toy section, where we created the concept of a colourful and interactive toy factory. Children are guaranteed to enjoy a unique, attractive, fun and playful space.The development and implementation of this concept involved a multidisciplinary team and took place without the need to close the area, without upsetting the customers’ well-being and without hindering sales in this important section of the store. Toy sales at Cascais Continente store, where we tested the Future Hypermarket concept, increased both in relative and absolute terms. With an increase in sales of five percentage points above the average of Continente stores, this store occupies a prominent place in the sales ranking for items from this section.