Sainsbury’s opens ‘experimental’ store in Selly Oak with revamped toy department

Sainsbury’s has opened the doors of its brand new Selly Oak superstore near Birmingham with an ‘experimental format,’ and clear heavy investment in toys this year.

Ten years in the making, the 67,000 square foot store is a pilot for Sainsbury’s new experimental format and features concepts like a food court, fully integrated Habitat and Argos stores, its standard supermarket, and from the photo evidence, branded experiential zones for children and families.

Images have revealed the implementation of some serious partnerships with the likes of Hasbro, Mattel and LEGO that has introduced the likes of Barbie, Hot Wheels, Fisher-Price and Thomas & Friends engagement points, walls of LEGO and stand out Hasbro Gaming and Chad Valley experiential points.

The images were posted online by Bryan Roberts, global insights director at TCC Global, a firm that specialises in creating retail marketing campaigns.

Roberts tweeted:

The toy department is just part of the Sainsbury’s superstore investment in experiential shopping.

“Our new Sainsbury’s at Selly Oak has been ten years in the making and it’s wonderful to see it come to fruition, providing our customers with a fantastic new store,” said store manager Tom Belay.

“Our team of colleagues – many of whom are new to Sainsbury’s – have worked really hard to get the store ready and are now excited to welcome and serve customers.

“It’s exciting to be a test bed for some new formats in beauty and wellness, Argos and Habitat, as well as introducing popular brands such as Oasis. We’ve always been part of the Selly Oak community and we look forward to continuing and strengthening that relationship into the future.” 

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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