John Lewis and The Entertainer sign up to Intu's toy testing lab

Robert Hutchins

By Robert Hutchins

November 21st 2017 at 9:50AM
UPDATED November 22nd 2017 at 2:37PM
John Lewis and The Entertainer sign up to Intu's toy testing lab

The initiative has been launched by Intu and already taken up by some of the country’s biggest retailers, including John Lewis, Hamleys at House of Fraser, The Entertainer, Menkind and the Musicroom.

UK shoppers are being offered the chance to test the most sought after kids’ toys ahead of the Christmas rush.

The initiative has been launched by Intu and already taken up by some of the country’s biggest retailers, including John Lewis, Hamleys at House of Fraser, The Entertainer, Menkind and the Musicroom.

Opening its doors on November 24th, the 1,600 sq ft pop-up store at Intu Victoria Centre will feature more than 20 toys and children’s accessories.

Children visiting the toy testing lab will experience Christmas early as they get to put this year’s top toys through their paces. 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.

Kathy Grunnill, section manager of toys and gifts at John Lewis, said: “We are delighted to partner with Intu for another year to showcase our top toys and gifts in the toy testing lab at Intu Victoria Centre.

“This year, we hope children enjoy testing some of our most interactive, must have gifts as well as our popular traditional wooden toys for the little ones.”

Roger Binks, customer experience director at intu, added: “The toy testing lab is guaranteed to put a smile on the face of our customers as they get in to 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.”

The toy testing lab is £3 to enter, with ever £1 donated to PASIC, a local Nottingham charity which supports the families of young people with cancer.