It’s beginning to look a lot like Christmas for intu as retailers sign up for toy testing lab

It’s beginning to look a lot like Christmas for intu as retailers sign up for toy testing lab

Some of the UK’s largest retailers have signed up to take part in intu’s toy testing lab which gives customers exclusive access to test the most wanted children’s toys before Christmas.

Opening its doors on 24 November, the 1,600 sq ft pop-up store at intu Victoria Centre will feature more than 20 toys and children’s accessories from retailers including John Lewis, Hamleys at House of Fraser, The Entertainer, Menkind and the Musicroom.

Children visiting the toy testing lab will experience Christmas early as they get to put this year’s top toys through their paces before writing that all important letter to Santa. intu’s toy testing lab is in its second year following on from last year’s success which saw over 1,400 children take part.

Kathy Grunnill, section manager of toys and gifts at John Lewis, said: “We are delighted to partner with intu for another year to showcase our top toys in the toy testing lab at intu Victoria Centre. This year, we hope children enjoy testing some of our most interactive, must have gifts as well as our popular traditional wooden toys for the little ones.” 

Roger Binks,  customer experience director at intu, said: “The toy testing lab is guaranteed to put a smile on the face of our customers as they get into the Christmas spirit. Launching on Black Friday, the toy testing lab will provide an extraordinary experience for customers and an opportunity for our retailers to showcase some of their best sellers this Christmas.”

It follows the launch of intu’s ‘Guide to Christmassing’ campaign which features intu’s bird characters who first appeared in its successful TV campaign last year representing seven distinctive shopper types. This year’s campaign brings to life the art of ‘Christmassing’ by showing how each intu bird enjoys the build-up to Christmas.

The toy testing lab is £3 to enter, with every £1 donated to PASIC, a local Nottingham charity which supports the families of young people with cancer. It is open from 11am – 5pm on the following dates:

  • Friday 24 November – Sunday 26 November
  • Saturday 2 December – Sunday 3 December
  • Saturday 9 December – Sunday 10 December
  • Saturday 16 December – Sunday 24 December

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