New toy store opening with exclusive Harry Potter range in Birmingham

A new toy store is opening in Birmingham on the site of a former bedroom store in a shopping centre. Birmingham-based Toys4you are opening their first outlet in the former Sharps store on the Parade, next to the Gracechurch Center in Sutton Coldfield.

The business started two years ago, just before the pandemic hit, as an online-only store, selling on Amazon and eBay. But the new Sutton outlet, between Ryman’s and H&M stationery, will be his first physical store.

And it will be the only Birmingham stockist of the Harry Potter Noble Collection, which can be found on Warner Bros.’ Harry Potter Studio Tour. It will also stock Ben & Holly toys, not available elsewhere in Sutton.

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Sensory toys for young children will also be offered with brands such as Little Tikes, Fisher Price and Chicco. Collectibles from the Cocomelon nursery rhyme, Our Generation and Lori dolls, plushes including a reversible Marvel range and Lil Woodzeez range figures will also be on offer. High-tech smartwatches and voice-activated cars will be stocked.

Shop co-owner Usman Ahmed, 39, from Erdington, said: “It’s my first shop, but my business partner has had shops and a clothing business. I have two children and they help me stock the shop! I’m very excited about this, besides being nerve-wracking! »



Toyrs4you is on the Parade side of the Gracechurch Center in Sutton Coldfield, between Ryman’s and H&M

Usman now sees an opportunity to open a store, convinced that customers want to return to the high street. He said: “I think people during Covid, they were all buying online, but they want to go out and physically touch and smell the products before they buy.

“We believe there is pent-up demand after the pandemic to go to stores. People are returning to the shopping streets. They want to go out and have that shopping experience.

“We think Sutton is an affluent area and people will like to come and have a look and spend their money. Also, the Gracechurch Center really helped us find a store and sign a lease. They were flexible, which was not the case elsewhere.”

He added, “In our store, we will have a more personalized experience. If you want a toy for a five year old, we’ll show you what we’ve got. We will also have a small play area at the back and competitions where children can win toys.

In addition to toys, the shop will also sell ice cream. The store layout features an eco-friendly element with reclaimed wood shelving. Local installers were used to prepare the store and it seeks to minimize plastic, where possible, given that many toys are made from this material.

Toys4You is part of the charity Humanify, whose actions are funded by corporate donations and whose profits are donated to the good cause that helps underprivileged children around the world.

The store will be open seven days a week, from 9 a.m. to 6 p.m., and will officially welcome customers from this Saturday (April 9).

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