A suspicious fire at a toy store prompted the partial evacuation of a Victoria shopping centre Wednesday.

Crews responded to a report of a fire at Toys ‘R’ Us in Mayfair Shopping Centre at around 2:10 p.m., according to Victoria Fire Department.

The store and the surrounding part of the mall was evacuated. 

Store employees managed to douse the flames with an extinguisher before fire crews arrived.

Witnesses said it appeared to have sparked in a toy aisle.

"We smelled a burning smell of smoke and then we saw smoke at the back of the store. My daughter came and said a stuffed animal was on fire," said one shopper. "We left to go to the checkout, but no fire alarm went off, so we told a checkout lady there was a fire and there was smoke."

Other shoppers said they didn't hear an alarm until fire crews arrived on scene.

Heavy smoke lingered in the building after the fire was put out.

"There's damage to merchandise, and smoke damage usually goes away with ventilation and time. I'm sure they'll have an insurance claim though," said Victoria Fire Capt. Michael Schrank.

Police later confirmed it appeared suspicious in nature but the cause remains unknown.

A joint investigation by police and fire officials is ongoing.