The toy testing lab gives customers exclusive access to test the most wanted children’s toys before Christmas.
Opening its doors on 24 November, the 1,600 sq ft pop-up store at intu Victoria Centre, Nottingham will feature more than 20 toys and children’s accessories from retailers including John Lewis, Hamleys at House of Fraser, The Entertainer, Menkind, and the Musicroom.
Children visiting the toy testing lab will experience Christmas early as they get to put this year’s top toys through their paces before writing that all important letter to Santa. intu’s toy testing lab is in its second year, following on from last year’s success which saw over 1,400 children take part.
Roger Binks, customer experience director at intu, commented: “The toy testing lab is guaranteed to put a smile on the face of our customers as they get into the Christmas spirit. Launching on Black Friday, the toy testing lab will provide an extraordinary experience for customers and an opportunity for our retailers to showcase some of their best sellers this Christmas.”
It follows the launch of intu’s Guide to Christmassing campaign which features intu’s bird characters who first appeared in its successful TV campaign last year representing seven distinctive shopper types. This year’s campaign brings to life the art of Christmassing by showing how each intu bird enjoys the build-up to Christmas.