The Entertainer’s newly refurbished store features a ‘Magic Mirror’, a ’Launch Pad’ area with iPads for children to play on and interactive flooring.

The retailer has also lowered its shelf height so that parents can keep an eye on their children as they explore, and has made its doors and aisles wider to accommodate pushchairs. 

The Entertainer, which unveiled a 37% full-year profit jump earlier this week, puts its success down to creating an “exciting” experience at its 149 stores, as well as growing its online and own-brand divisions.  

This has enabled it to fend off fierce competition from cheaper online players, while former high street rival Toys R Us plunged into administration earlier this year.