The Entertainer has opened its 60th store in the new Westfield Shopping Centre in Stratford City.
The shop is the sixth to be opened by The Entertainer this year and the firm has plans to add a further six locations before the end of 2011.
Staff celebrated the opening day by handing out goodie bags while a balloon artist entertained customers. A Grand Opening will take place this Saturday, with product demonstrations, competitions and special giveaways.
Paul Turner, store manager, said: "We are really excited about bringing a brand new toy shopping experience to Stratford City. You are sure to find all the latest crazes and well-loved brands.
"We have toys for new babies through to adult collectors and our enthusiastic team is always happy to help."
The Entertainer staff
Gary Grant, founder of The Entertainer, said: "Today is a milestone for The Entertainer with it being our 60th Store. The store is trading well and we wish the new store team well. There’s a great buzz at the store and the new shopping centre looks fantastic."
The Westfield Stratford City Shopping Centre, built in the heart of the London 2012 Olympic district, is also home to an official Lego shop and a Build-A-Bear Workshop.
The Entertainer celebrated its 30th year in business in May.