The Entertainer is set to open its first new concept store at Bluewater Shopping Centre on Saturday, 24 May, at 9am. The 3,000 sq. ft. unit replaces the retailer’s previous, smaller space, which has been operating at the Kent shopping centre since 2011.
The Generation 5 format introduces several updated features, including one of only ten Pop Mart Roboshop vending machines currently available in the UK. This installation provides shoppers with access to a popular range of blind box collectables. A newly developed sensory play wall will also be unveiled, designed to encourage children to explore textures, sounds and movements through a variety of interactive games and activities.
A broad selection of toys and games will be available, spanning brands such as LEGO, Tonies, Barbie, Gabby’s Dollhouse, Hot Wheels, Peppa Pig and Paw Patrol, as well as products from the retailer’s own Early Learning Centre and Addo ranges. The new The Entertainer store aims to enhance its in-store offer by delivering both popular items and exclusive features.
The location at Bluewater marks a strategic evolution for the business, combining technological innovation with a hands-on retail environment. Its introduction of a Price Match Promise commits to matching lower prices found at other local stores, positioning the shop competitively within the regional toy market.
This new store launch arrives on the heels of The Entertainer’s recent announcement regarding the expansion of its ToyBox concession format. The rollout will see the convenience-based concept introduced across more than 2,000 Tesco Express stores nationwide.
Andrew Murphy OBE, Group Chief Executive Officer of The Entertainer, said: “Our latest store opening completes an exciting month for The Entertainer, in which we’ve announced our biggest ever price drop – across almost 800 toys – and significantly expanded our successful partnership with Tesco.
“We can’t wait to welcome customers to our new Bluewater store – the first of what could be as many as eight new store openings in 2025 – and to offering Kent’s toy lovers the very best prices in the mall.”
The Generation 5 store represents the retailer’s shift towards experience-led retail, integrating physical interaction, brand exclusivity and community engagement in a single location.
