The Entertainer and Netflix team on first-of-its-kind shop-in-shop for the smash hit animated movie, spotlighting toys and licensed homewares
The Entertainer has announced a new partnership with Netflix to launch a first-of-its-kind immersive retail activation for KPop Demon Hunters.
Launching Monday 26 October exclusively at The Entertainer’s Bullring store in Birmingham, the retailer says the move marks a “major milestone” in its strategy to become a destination for both shopping and entertainment.
The shop-in-shop will run for a minimum of six months, combining the latest KPop Demon Hunters merchandise with an immersive, entertainment-led shopping activation. At the heart of the 1,331 sq ft in-store space is an interactive stage inviting fans to step into the spotlight and engage in multiple photo opportunities.
A dedicated retail area will showcase The Entertainer’s full KPop Demon Hunters range, including dolls, figures, toys and accessories, along with scooters and a brand-new range of broader licensed homeware lines, such as 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.
Craig Inglis, The Entertainer’s newly appointed Group Chief Customer Officer, 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.”
