BRITAIN’S largest independent toy retailer has opened a new outlet today.

Customers can expect to snap up top brands at a discounted price in this outlet in a first-of-its-kind edition of this popular store.

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The Entertainer has opened its biggest-ever store today in Hertfordshire Credit: Getty

The new store hopes to bring the best toys to customers, but with record savings Credit: Alamy

The Entertainer is opening its biggest new store today in The Galleria, based in Hatfield, Hertfordshire.

Hatfield’s newest store marks a first for the major toy retailer, becoming the first to trade under the retailer’s new sub-brand: The Entertainer, Toys For Less.

Now, shoppers will be able to enjoy the best-loved toy brands at a significantly cheaper price, with the Toys For Less store selling at prices 30 per cent cheaper than The Entertainer’s other 150 locations.

This flagship store will span 8,000 sq ft in the shopping centre, almost double the size of an average The Entertainer location.

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Inside, customers can get their hands on exciting toys, games and collectibles, including Lego, squishy dumplings and fidget toys.

Licensed ranges such as Pokémon, Paw Patrol and Barbie will also be in-store, alongside stock from the Early Learning Centre, Meccano and Addo private ranges.

This move follows decisions by The Entertainer owners, Gary and Catherine Grant, to become an employee-owned business back in 2025.

Now, the 1,900 The Entertainer employees will be in charge of the business in the future.

The toy store chain has also confirmed that more Toys For Less locations will appear around the country in the next year.

The Entertainer group CEO, Andrew Murphy OBE, said: “Our Toys for Less outlet store in Hatfield will be our biggest new store for over a decade and is an important extension to our existing trading approach. 

“While there will be further Toys for Less stores opening later this year, these are very much complimentary to our 150-strong core estate and will not replace them or compete in our existing catchments.

“We’re very excited to join the great line up of shops at The Galleria and to be bringing Hertfordshire customers truly incredible deals on the toys, games, puzzles and collectibles that they love.”