Store Details
Branches of The Entertainer opened before c.2002 generally support a red fascia with a Times font bearing the name 'The Entertainer', often alongside the legend "'s Toy Shop" (e.g., Amersham's Toy Shop), usually in areas where The Entertainer has the largest all-round toy shop presence. Stores from this period characteristically had a 'shopping aisle' format with one or two large open areas for demonstrations or stacks of products during busier periods. This format has now been discontinued. The flagship store bearing this format is the Coliseum store.
In c.2003, a new store format was devised in an effort to modernise the chain alongside the opening of the new flagship store in the Bull Ring near Birmingham. The company's primary colour was changed from red to blue, with the company's name now inscribed in the font 'VAGRounded'. Stores now have a more complex layout with false protruding walls and curved shelving gondolas. New stores often have the company's new slogan 'mad about toys' inscribed on the store's fascia.
Stores from the pre-2003 era are continually being refitted and relaunched on a needs basis (stores considered to be more run-down are given preference), the latest (as of August 2007) to complete the change has been the Nottingham branch. Stores are often given brighter lighting and new 'unified' signage that runs all the way around the store, along with the new company fascia.
Read more about this topic: The Entertainer (Amersham) Ltd.
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