Images: The Entertainer, ELC, Bullring
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The Entertainer invests £1m to create new flagship at Bullring

The largest independent toy retailer in the UK, The Entertainer, officially re-opened its doors on June 15th to its brand-new regional flagship store in Bullring.

As part of the £1m investment in the 9,000 sq ft store, The Entertainer has created immersive spaces for much-loved brands such as LEGO, Barbie, and Peppa Pig. Unique to Bullring, The Entertainer has also introduced its first Early Learning Centre shop-in-shop with a dedicated team of experts on hand to assist with any inquiries. Interactive areas have been introduced for customers to enjoy the wider selection of product ranges now available.

Stephanie Lacey, General Manager at Bullring & Grand Central, said: “The fact that a brand like the Entertainer has decided to invest in Bullring really demonstrates its continued popularity as a flagship destination. After the past few months, we know the new store is going to be a real hit with our customers, and we’ve already seen lots of our youngest shoppers visiting the store to pick up something new. During this time we are working with all retailers, including The Entertainer,  to ensure visitors can shop safely and within all the latest guidance from the Government.”

New flooring and lighting throughout the store have created a brighter environment for visitors. All refurbishments works were led by an in-house team and implemented by external contractors.

Gary Grant, Founder and Chief Executive of The Entertainer added: “We are delighted that the doors to our newly refitted Bullring store are now open and that our customers can finally enjoy the store following the lockdown period.  Our aim for the refitted store was to fill it with even more fun for children than we had before and we have created immersive zones with family favourites such as LEGO, Barbie, WWE and Peppa Pig!  The store is packed full of fun things to see and experience as well as all the latest toys and games.  The store also has our first Early Learning Centre shop-in-shop, with a dedicated team of product experts to assist you with any questions you may have about supporting children’s early year’s development through play.  We have worked with the Hammerson design team to create a toy store that will delight children and bring a new experience to the Bullring.”

Located on the lower level, adjacent to Sports Direct, The Entertainer’s revitalised store have implemented social distancing measures and are managing the footfall levels at all times. In addition, screens have been placed at all checkouts to ensure it is a safe environment for visitors to enjoy.

Hammerson also recently collaborated with The Entertainer to provide a monetary donation and supply of toys to Women’s Aid shelters in the Midlands.

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