A major brand confirmed a new store opening just days after announcing the closure of another UK shop. The Entertainer will make its first venture into Aberdeen on November 22, opening a toy store on Union Square.
It comes after The Entertainer confirmed its Dundee branch at the Wellgate Centre will close on January 5, 2026, with bosses deeming it “not commercially viable”. The toy chain, which sells major brands such as LEGO, Disney and POP MART, has closed at least seven stores this year, including sites at Croydon, Luton, Sheffield, Romford and Wrexham.
Closures have been attributed to shifting shopping patterns and costs outstripping sales, a trend felt across the high street as shoppers move online and businesses grapple with paying increased national insurance contributions, minimum wage and business rates.
However, The Entertainer has been pursuing a broader strategy with supermarket concessions. Initially trialled in Tesco in 2022, The Entertainer toys are now stocked in more than 2700 stores.
CEO Andrew Murphy said the Aberdeen store will offer “everything we’re proud of at The Entertainer,” including a city centre location and a 30-minute click and collect service.
The toy store will also offer a ‘quiet hour’ during the first hour of every shopping day to support customers’ sensory needs.
Mr Murphy added: “As the only major city in Scotland without a standalone The Entertainer store, this opening marks an exciting milestone for us and our customers.”
He said it marked a “very exciting step in our growth” and was a “particular pleasure for me personally”, having studied at the University and run the John Lewis store in Aberdeen from 2004 to 2008.
The Entertainer has recruited locally for a number of full and part-time roles, including temporary positions over Christmas.