The Entertainer toy shop opening in Rugby’s Swan Centre today

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SIX lorries carrying more than 3,000 toys have stocked up out Rugby’s newest shop ahead of its opening today (Saturday).

Shelves have been piled high with toys and games at The Entertainer in the Swan Centre, ready for the opening.

The opening has created ten new jobs for the area and the store will host lots of free family fun to celebrate its first day of trading.

Attractions will include the chance to meet Ben 10 Character Water Hazard from 10am to 4pm and there will be free goody bags, balloons and demonstrations, as well as offers for shoppers.

Apparently bucking the doom and gloom on the high street, The Entertainer’s arrival in Rugby is part of a big expansion plan for the company that will see an average of more than one new store opening every month in 2012.

The new additions will make The Entertainer the largest privately owned toy retailer in the UK, with a total of 75 stores.

This follows the company’s recent success at the prestigious Toy Industry Awards, where it was named Toy Retailer of the Year.

The family business beat competition from some of the biggest names in the industry including Toys R Us, John Lewis and ASDA to the top prize and was crowned also Best Multiple Retailer and Best Online Retailer.