Britain’s toy shop, The Entertainer, has announced a landmark partnership with global entertainment service Netflix to launch a first-of-its-kind immersive retail activation, marking a major milestone in the retailer’s strategy to evolve its stores into destinations for shopping and entertainment.Launching on Monday 26 October exclusively at The Entertainer’s Bullring store in Birmingham, the KPop Demon Hunters shop-in-shop, bringing Netflix’s global entertainment phenomenon to the UK high street.
The space created in collaboration between The Entertainer and Netflix, which will run for a minimum of six months, combines the latest KPop Demon Hunters merchandise with an immersive, entertainment-led shopping activation.
The dedicated in-store space (1,331 sq ft) will feature some of the iconic KPop Demon Hunters characters offering fans an experience that goes beyond traditional toy retail. At the heart of the experience, an interactive stage will invite fans to step into the spotlight and engage in multiple photo opportunities, while a dedicated retail area will showcase The Entertainer’s full KPop Demon Hunters range.
The store will sell all the latest and trending KPop Demon Hunters dolls, figures, toys and accessories along with scooters and a brand-new range of homeware which includes duvets, blankets and cushions. The Entertainer has experienced significant demand for licensed KPop Demon Hunters products since its launch, with new ranges often selling out within days of hitting shelves.
The collaboration follows the extraordinary global success of Netflix’s KPop Demon Hunters, which became the streaming platform’s most-watched filmto date. The franchise has grown into a major merchandising opportunity, with demand extending beyond the screen and into toys, collectables and licensed products.
Reflecting the strength of demand, The Entertainer recently named the KPop Demon Hunters Rumi Huntrix Singing Doll Golden among its top trending toys for Christmas 2026, following exceptional sales since its launch. The retailer expects the franchise to remain a major driver of demand throughout the peak Christmas trading period.
Craig Inglis, group chief customer officer at The Entertainer, said: “This is a landmark partnership for The Entertainer and a hugely exciting step forward in how we’re thinking about the future of our stores. To be working with Netflix on a retail-first concept of this scale is a real milestone for the business and reflects our ambition to push the boundaries of what toy retail can look like.
“As consumers seek interactive, experiential shopping experiences, we are evolving our stores to be more than just somewhere to shop, creating spaces where families and fans can experience the brands they love in new and exciting ways.
“The reaction to KPop Demon Hunters has been phenomenal, so to create a dedicated shopping experience at our Bullring store is an exciting moment for us. We want customers to walk in and feel part of that world, whether they’re discovering the products, or simply coming in for the experience.
“This partnership is a great example of how we want our stores to evolve working with innovative partners like Netflix to create exciting experiences, bring much-loved brands to life and give customers even more reasons to visit.”
The brand-new KPop Demon Hunters retail experience will open at The Entertainer’s Bullring store from Monday 26 October. For more information, please visit www.thetoyshop.com
