The flagship location plays host to the first ELC shop-in-shop, as the brand returns to the UK high street. 

The Entertainer has reopened its flagship store in the Bullring, Birmingham, following a £1m refit.

Working closely with licensors and suppliers such as WWE, Nickelodeon, eOne, Mattel, Funko, Spin Master and Lego, the store has been completely reimagined to create an experience for customers to enjoy at every turn, as can be seen in the photo gallery below.

The store is also home to the first Early Learning Centre shop-in-shop, marking its eagerly awaited return to the high street. With a modern design refresh, interactive elements for children to enjoy throughout, and a dedicated team of product experts to support parents’ questions about early years development through play, the flagship location delivers on the group’s promise to bring the brand up to date, whilst retaining the iconic and much-loved elements customers know and love.

Gary Grant, founder and chief executive of The Entertainer, said: “We are delighted that the doors to our newly refitted Bullring store are now open and that customers can finally enjoy the store following the lockdown period. We had a vision for the store; to create an immersive retail experience and fill children with wonder during every visit and the team and our partners have delivered beyond expectations. I’m incredibly proud of the store and how we have brought brands and licences to life for our customers to enjoy. The Early Learning Centre shop-in-shop encapsulates all of the ELC brand heritage, and customers will experience the updated in-store atmosphere.”