What's Happening in Coventry, England…

Smyths Toys Superstore is putting the finishing touches on its new Coventry store, which opens on Saturday, 12th July.

The new store, which is located in the city’s Airport Retail Park, is one of 70 across the UK and Ireland. Having created jobs for 30 of the region’s people, the store is ready to throw open its doors to the public for business, and will be marking the occasion with a number of guest appearances from some of the animated world’s most popular characters.

Doors are set to open at 9am and young visitors to the store will be welcomed by the likes of Barbie, Pikachu and Fireman Sam, with bosses saying that there will be more visits throughout the day from characters including George and Jerry from Despicable Me.

Other fun activities marking the official opening will include face-painting and giveaways, as well as refreshments and other family-orientated fun activities.

The opening of the chain’s latest store has seen a local campaign to spread awareness across the city, attracting people to come and take a look around, with flyer printing being chosen as the main focus. Catalogue printing has also been utilised as stores across the country prepare stock for the start of the Christmas countdown, usually beginning in September.

The success of the superstore chain is expected to see a further seven or eight stores open over the next 12 months.