The landscape of toy retail is evolving, and The Entertainer is leading the charge with a groundbreaking new concept. The company has officially debuted its very first ‘Generation 5’ store at the prestigious Bluewater Shopping Centre in Kent.
This significant launch occurred on Saturday, May 24, 2025, marking a pivotal moment for the popular toy giant. This innovative store design promises to deliver a significantly enhanced and more interactive shopping experience, setting a new standard for toy retail environments.
Redefining the Retail Footprint: Size, Selection, and Strategy
The new Bluewater location is not just an update; it’s a complete reimagining of The Entertainer’s physical presence.
A Leap in Store Size and Product Variety
The new ‘Generation 5’ store commands an impressive 3,000 square feet of retail space. This expansive footprint represents a substantial upgrade from the retailer’s previous, considerably smaller outlet at Bluewater, which had served customers since 2011. The increased area allows for a far more comprehensive and diverse presentation of toys and games.
Shoppers will discover an extensive array of products from the industry’s most sought-after brands, including evergreen favorites like Lego, Tonies, Barbie, Gabby’s Dollhouse, Hot Wheels, Peppa Pig, and Paw Patrol. Beyond these global sensations, the store also proudly showcases The Entertainer’s own successful private label ranges, notably Early Learning Centre and Addo. These proprietary brands offer unique and high-quality options that reinforce The Entertainer’s commitment to diverse product offerings.
Innovative In-Store Experiences: Beyond Just Browse
The ‘Generation 5’ store incorporates cutting-edge features designed to captivate and engage shoppers of all ages, transforming a visit into an adventure.
The Exclusive Pop Mart Roboshop Attraction
A standout feature and a major draw for collectors and enthusiasts is the prominently displayed Pop Mart Roboshop. This particular installation at the Bluewater store is one of only 10 Pop Mart vending machines currently operational across the entire UK. Pop Mart is a globally recognized brand, famous for its “blind box” collectibles that offer a thrilling element of surprise with each purchase.
The inclusion of this exclusive vending machine provides customers with a unique, interactive way to acquire these highly coveted items, creating a distinct point of differentiation for the store. This strategic addition taps into the growing trend of collectible toys and experiential retail.
Nurturing Development with the Sensory Play Wall
Beyond traditional toy displays, the new store introduces a thoughtfully designed sensory play wall. This innovative and interactive feature is created specifically to stimulate and support children’s developmental needs. Kids can explore a rich variety of textures, experiment with different sounds, and engage in movements that promote motor skills and sensory integration.
This inclusion demonstrates The Entertainer’s commitment not just to selling toys, but also to enriching children’s play and aiding their sensory development, providing a valuable added dimension to the shopping experience for families with young children.
Customer Assurance and Ambitious Growth Strategies
The Entertainer is not only enhancing its physical stores but also reinforcing its commitment to value and expanding its market reach.
The Price Match Promise: Value for Customers
To underscore its dedication to providing competitive pricing and build strong customer trust, The Entertainer Bluewater store proudly offers a Price Match Promise. This guarantee assures customers that they will not find a better price for any toy within the local area. If they do, The Entertainer pledges to match it.
This initiative aims to provide shoppers with confidence in their purchases, ensuring they consistently receive the best possible value in the current economic climate. This commitment to price transparency and competitiveness is a key part of their customer retention strategy.
Aggressive Expansion and Future Vision
The launch of this flagship ‘Generation 5’ store comes on the heels of other significant strategic moves by The Entertainer. The company is currently in the midst of a major rollout of its highly successful ToyBox concession format within Tesco Express stores. This ambitious partnership aims to integrate The Entertainer’s product offerings into over 2,000 Tesco Express locations nationwide, dramatically expanding their presence and accessibility for everyday shoppers.
Andrew Murphy OBE, Group CEO of The Entertainer, highlighted the significance of this period. He noted that the Bluewater opening “completes an exciting month for The Entertainer,” which also included their “biggest ever price drop” event, offering substantial discounts on almost 800 toy products, and a “significantly expanded” partnership with Tesco.
Murphy expressed immense enthusiasm for the new Bluewater location, stating, “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.”
This aggressive expansion strategy, coupled with innovative store formats and customer-centric promises, clearly positions The Entertainer for continued growth and market leadership in the UK toy retail sector. The company’s vision extends beyond mere sales, aiming to create engaging and accessible toy shopping destinations across the country.
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