Toy retailer The Entertainer will open its largest store in Birmingham in September, housing a variety of innovations.
The 10,000 sq ft (930 sq m) unit will be almost twice the size of the 33-store retailer's existing largest shop in Kingston upon Thames.
'There will be greater depth of certain product categories, such as Hornby models, and we are also trialling video and music,' said managing director Gary Grant. He added that there would be a book, confectionery and collectors' offer, the latter geared towards adults.
The store will be a move away from the 'supermarket aisle' approach adopted in other Entertainer stores and will encourage people to 'mooch around rather than stroll up and down', according to Grant.
There will be new lighting, flooring and shelving. He said: 'We hope to create a more exciting store with technology built in as entertainment - not just straightforward toys.'
The finer details are still being planned, but may feature in the revamped and expanded 10,000 sq ft Kingston outlet, due to open later this year.
In a separate test, a 7,000 sq ft (650 sq m) store will open in Yale, near Bristol, in August. Grant said the success of the 'open suburban shopping' site, near Argos and Tesco, could pave the way for further similar locations.
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