This is the toy shop I remember as a kid (late forties).
Wilson Gumpert in Fitzalan Square. Two floors packed with delights.
WIlson Gumpert advertisement From The Star 1955
Hi pete_s I have found this on Picture Sheffield dated 1880 ( J. Wilson & Son, Toy Importers, Great Central Toy Warehouse,
Could it be the start before a major partnership looks a big place.