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Fancy That of London – A Classic Souvenir Shop Opposite the British Museum

A classic London souvenir shop opposite the British Museum, offering traditional British gifts and keepsakes in the heart of Bloomsbury.

3.9

Tucked opposite the British Museum on Great Russell Street, Fancy That of London is a long-standing gift shop offering a wide range of traditional British souvenirs. From Union Jack mugs and London-themed postcards to quirky keepsakes and classic London memorabilia, it’s a go-to spot for visitors wanting a tangible reminder of their trip. The shop is bright, well-organised, and open daily, making it easy to pop in for a quick browse or thoughtful gift.

A brief summary to Fancy That of London

  • 48 Great Russell St, London, WC1B 3PA, GB
  • Duration: 0.25 to 1 hours
  • Budget
  • Environment icon Indoor
  • Mobile reception: 5 out of 5
  • Monday 9 am-8 pm
  • Tuesday 9 am-8 pm
  • Wednesday 9 am-8 pm
  • Thursday 9 am-8 pm
  • Friday 9 am-9 pm
  • Saturday 9 am-8 pm
  • Sunday 9 am-8 pm

Local tips

  • Visit early in the day or just after the museum opens to avoid the busiest crowds, especially on weekends.
  • Look out for small, affordable items like postcards, keyrings, and fridge magnets if you’re after quick, lightweight souvenirs.
  • Combine your visit with a trip to the British Museum – it’s right across the street, making for a seamless cultural and shopping stop.
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Fancy That of London location weather suitability

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  • Weather icon Mild Temperatures

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A London Souvenir Institution

Standing opposite the grand entrance of the British Museum, Fancy That of London has been a familiar sight for decades, serving as one of the capital’s oldest dedicated souvenir chains. Its location in the heart of Bloomsbury places it at the crossroads of history, culture, and tourism, making it a natural stop for visitors exploring the museum or wandering through central London. The shop proudly presents itself as a keeper of classic British giftware, offering a curated mix of items that capture the spirit of London in a tangible, often playful way.

What You’ll Find Inside

Inside, the shelves are filled with a broad selection of quintessential British souvenirs: red telephone box miniatures, double-decker bus models, Union Jack flags and accessories, London skyline prints, and a wide array of postcards featuring iconic landmarks. There are also tea sets, mugs, scarves, and novelty items that lean into British stereotypes with charm rather than kitsch. The layout is straightforward and shopper-friendly, with clearly arranged sections that make it easy to browse without feeling overwhelmed. Whether you’re after a small token for a friend or a more substantial keepsake, the range caters to a variety of tastes and budgets.

Shopping in the Shadow of the Museum

Its position directly across from the British Museum gives it a special role in the visitor experience. After hours spent among ancient artefacts and world-class collections, many tourists appreciate the chance to step into a shop that offers a more contemporary, accessible slice of British culture. The staff are generally helpful, and the atmosphere is that of a traditional high-street gift shop – not flashy, but dependable and familiar. It’s the kind of place where you can quickly pick up a few postcards, a small gift, or a fun item to remember your trip, all in a matter of minutes.

A Practical Stop for Tourists

The shop is open daily with extended evening hours on Fridays, making it convenient for both daytime museum-goers and evening visitors. Prices are in line with what you’d expect for central London souvenir shops: reasonable for what they are, with many small items available at accessible price points. While it doesn’t focus on high-end or artisanal crafts, it excels at offering a reliable, no-frills selection of souvenirs that are distinctly British and unmistakably London. For many, it’s less about finding something rare and more about capturing a moment in a simple, tangible way.

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