 The architect Ernő Goldfinger moved to London in 1934, and that year designed a showroom for the Abbatts in Endsleigh Street.The following year he created a logo and children's alphabet for them; and in 1936 a toy shop at 94 Wimpole Street, as well as a design for their Tavistock Square apartment.Children were encouraged to touch and play with the toys on display; their toys won acclaim.