The September opening will bring the retailer’s complete toy offer to Upper Regent Crescent, with The Entertainer expecting the branch to become one of the strongest performers in its store estate.
The Entertainer will open a new store at Trafford Centre in September 2026, bringing the specialist toy retailer’s full product range to the destination for the first time.
The Entertainer expects the new branch to compete with its flagship store at Bluewater in Kent for the highest sales ranking across its estate of more than 150 shops. An exact opening date and the size of the Trafford Centre unit were not included in the announcement.
More Than 3,000 Toys, Games And Collectables
The store will stock more than 3,000 toys, games and collectables, spanning established manufacturers, current product launches and The Entertainer’s own-label ranges.
Its branded offer will include products from LEGO, Mattel, Hasbro and Zuru. The retailer also plans to stock trend-led products including Squishies, NeeDoh and KPop Demon Hunters merchandise.
The range will be supported by a year-round programme of new collectable launches. These will include products connected with Pokémon, One Piece, Panini and Topps trading cards, Stranger Things and Five Nights at Freddy’s.
The Trafford Centre shop will also carry The Entertainer’s own-label and exclusive ranges, including Early Learning Centre, Meccano and Yummy Buddies. The latter combines food-inspired character designs with soft toys.
The product mix is intended to cover both established toy categories and shorter-term trends, giving the Trafford Centre branch access to the retailer’s regular programme of new releases.
Full-Range Toy Offer Returns To Trafford Centre
The Entertainer said customer research identified demand for a broader specialist toy offer at Trafford Centre. The retailer has been seeking an appropriate unit at the destination for almost a decade.
Trafford Centre attracts around 23 million visitors annually and serves a substantial family audience alongside its wider retail and leisure offer. The centre said demand for space remains strong among UK and international retailers.
The Entertainer’s arrival adds a dedicated specialist toy store to the Upper Regent Crescent line-up. The retailer said the branch’s scale and breadth of product would distinguish it from smaller concessions and limited-range toy offers.
“Announcing that, this September, we’ll be joining the brilliant line-up of top-flight retailers at Trafford Centre is the undoubted highlight of an already exciting year of store openings for us. The toy category is underrepresented in the centre, with customer research showing high demand for our offer.” “We’ve been patiently waiting for almost a decade for the right space to become available, so we’re particularly excited to share this news. With over 3000 different toys, games and collectibles we’ll bring an entirely new level of choice and quality to this iconic shopping location, giving the tens of thousands of families who love shopping there the exciting range of gifts and treats they deserve.”
Andrew Murphy OBE Group Chief Executive Officer, The Entertainer
Eighth Opening In 12 Months
The Trafford Centre branch will be The Entertainer’s eighth opening within a 12-month period, forming part of a wider programme of new stores, relocations and refurbishments.
The retailer has also reopened an expanded and refurbished store at Churchill Square in Brighton. The projects represent a mix of full-price stores, outlet locations and investment in existing branches.
The Trafford Centre opening differs from the outlet format by bringing the retailer’s full range of toys, games, collectables and own-label products to the destination.
Pradera Welcomes Specialist Toy Retailer
Pradera, Trafford Centre’s asset manager, said the letting supports its strategy of adding brands that broaden the destination’s offer and provide additional reasons for families to visit.
“The Entertainer is a strong addition to Trafford Centre, bringing one of the UK’s best-known specialist toy brands to our visitors and further enhancing the choice available to families.
“Its arrival adds another standout name to our broad and diverse retail mix and reflects our strategy of securing brands that give customers more reasons to visit. Continued demand from leading UK and international retailers is a clear endorsement of Trafford Centre’s performance and enduring appeal.”
Kate Pearson Director of Portfolio Leasing, Pradera
The new store is expected to open on Upper Regent Crescent during September 2026. A specific opening date has yet to be announced.
Terry Clark is the Publisher and Content Director of 365 Retail, with more than a decade of experience covering retail design, technology innovations, store openings and the wider retail industry. He also works closely with leading retailers, suppliers, agencies, events and industry awards across the UK.
