It's in prime position right on Leicester Square, easy to get to via various transport links. We had a good look around after being greeted by Dora The Explorer, and I can share with you some photos of the type of layouts and merchandise you'll find there.
There are two floors, packed full of fun Nickelodeon themed products and activities. Plenty of screens showing clips and logos, and images of bubbles floating across the floor:
The main character properties in store at the moment are Dora The Explorer, Spongebob Squarepants and Teenage Mutant Ninja Turtles. There are going to be daily meet and greets with some of these once the store is open. Just a handful of Bubble Guppies and Paw Patrol products, though I was helpfully told that those ranges would be expanded later in the year.
The store features a Slime staircase which I've been assured will be a big hit with Spongebob Squarepants fans:
There's also a great iPad/tablet activity station, with high up one featuring games for the slightly older children, then medium ones and lower ones showing clips for the toddlers.
My advice would definitely be to go and check this place out if you have Nickelodeon fans in your household!
(Sophie liked the store but had seen it all in about 5 minutes flat and would have liked more Paw Patrol merchandise. She loved the Nickelodeon Slime which Tilly won whilst playing Pass the Parcel though and has been putting that to good use with the Pups once back home!)