The Entertainer to open first ‘Generation 5’ store at Bluewater

The Entertainer is set to unveil its first ‘Generation 5’ store at Bluewater Shopping Centre this Saturday (24 May), marking a new chapter for the toy giant.

The 3,000sq ft shop will replace the existing, smaller location that the retailer has operated since 2011.

The upgraded store will feature a wide variety of toys and games, including leading brands like Lego, Tonies, Barbie, Gabby’s Dollhouse, Hot Wheels, Peppa Pig, and Paw Patrol, along with Early Learning Centre and Addo private label ranges.

One key element of the new shop will be the Pop Mart Roboshop, which will feature prominently in the Bluewater location. This store will be home to one of only 10 Pop Mart vending machines in the UK, offering customers the chance to purchase blind box toys from the highly sought-after brand.

The store will also introduce a newly designed sensory play wall, offering an interactive experience for children to explore textures, sounds, and movements, helping to support their sensory development.

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The Entertainer Bluewater will offer customers a Price Match Promise, ensuring they won’t find a better price for toys in the local area.

The opening comes on the heels of the announcement that The Entertainer is rolling out its successful ToyBox concession format across over 2,000 Tesco Express stores.

The Entertainer group CEO Andrew Murphy OBE said: “Our latest store opening completes an exciting month for The Entertainer, in which we’ve announced our biggest ever price drop – across almost 800 toys – and significantly expanded our successful partnership with Tesco.

“We can’t wait to welcome customers to our new Bluewater store – the first of what could be as many as eight new store openings in 2025 – and to offering Kent’s toy lovers the very best prices in the mall.”

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