The Entertainer is expanding its UK fleet of high street stores with a new shop in Colchester.
The new store will open on Colchester High Street this Saturday and will bring the total number of UK stores to over 90.
Essex County Standard reports that the new toy shop will occupy around half of the High Street’s former JJB store, which has been used a temporary Christmas shop since June 2011.
The Entertainer’s grand opening will be celebrated with a trolley dash for Colchester Toy Library, a visit from a Power Ranger and various discounts on LEGO and Power Ranger toys.
The new shop will also create nine new jobs in the local area.
Gary Grant, managing director and founder of The Entertainer, said: "after experiencing such solid growth across the UK we are pleased to announce the opening of the Colchester store.
"Colchester offers a strong retail position for our store as it attracts large numbers of family shoppers who are demanding more toy shopping choice on the high street and within shopping centres.
"We look forward to bringing joy and wonder to the children of Colchester and we have plans to increase our presence in UK and will announce furhter plans soon."