As a new Toys R Us store readies to open in Burton, Midco owner Dave Middleton vows to 'keep fighting'.

Midco Toys warns Toys R Us: “I’ll give them hell”

Midco Toys has vowed it will "give Toys R Us hell," after it was revealed that the international toy chain will now open a store on the independent’s trading turf of Burton.

Dave Middleton, owner of the toy store, has run a successful business on the town’s High Street for the last 12 years.

Now with a planned roster of promotions and a newly launched loyalty card initiative, Middleton vows he will keep the business going, despite the increased competition.

“I say good luck to [Toys R Us] because I am going to give them hell,” he told the local paper, Burton Mail.

“I have had this business for 12 years and I live in Burton. They are coming into my hometown.”

Middleton will be running a 12 week promotion for customers, offering free toys and is also introducing a new loyalty scheme featuring stamps.

The business currently consists of 20 local people as well as a store in Derby’s Westfield shopping centre.

“We won’t go down without a fight,” Middleton added.

Toys R Us will move in to the former HMV store in Coopers Square shopping centre, and will be one of the first smaller stores that are appearing in town centres.

News of the store’s opening – that will create seven new local jobs – has been met with open arms by a number of Burton residents, including Dave Chadfield, manager of Coopers Square shopping centre.

“I think it is good for the town and is much overdue. It will be a good draw and positive for the town, drawing people in as it is a worldwide brand.”

The new Toys R Us store is scheduled to open on Monday, June 16th.

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