The Entertainer reveals its £1 million refit of Bullring store

Birmingham flagship store is also home to the first Early Learning Centre shop-in-shop.

Toy retailer The Entertainer has reopened its flagship store in the Bullring, Birmingham following a £1 million refit.

The store has been completely reimagined, while it is also home to the first Early Learning Centre shop-in-shop, marking the brand’s return to the high street.

With a modern design refresh, interactive elements for children to enjoy throughout, and a dedicated team of product experts to support parents’ questions about early years development through play, it has delivered the group’s promise – to bring the brand up to date while retaining the iconic and much-loved elements customers know and love.

“We are delighted that the doors to our newly refitted Bullring store are now open and that customers can finally enjoy the store following the lockdown period,” said Gary Grant, founder and chief executive of The Entertainer. “We had a vision for the store; to create an immersive retail experience and fill children with wonder during every visit and the team and our partners have delivered beyond expectations.

“I’m incredibly proud of the store and how we have brought brands and licenses to life for our customers to enjoy. The Early Learning Centre shop-in-shop encapsulates all of the brand heritage and customers will experience the updated in-store atmosphere.”

The Entertainer also worked closely with licensors and suppliers including Nickelodeon, eOne, Mattel, Spin Master, LEGO, WWE and Funko on the new-look store.

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