The latest branch is one of ten new outlets which the retailer is planning to open in 2015.
The store is situated on the Waterfields Retail Park, directly adjacent to a branch of Argos and in close proximity to a major Tesco superstore. The premises, which were previously occupied by Borders, features space over two levels: indeed, the mezzanine level is a feature rarely seen in Smyths outlets.
A major leaflet drop and local advertising campaign succeeded in attracting large crowds to the opening on Saturday morning. Customers were greeted by character appearances by Bumblebee the Transformer, Barbie and Fireman Sam, while the Transformers monster truck was another popular draw for visitors.
Toy World caught up with Tony Smyth at the opening, who commented: “The new Watford store could become one of our best shops. It’s in a great location, within a strong catchment area: Watford has become a hugely popular family shopping destination.”