Toys R Us opens pop-up store in Silverburn shopping centre

The toy giant has signed up to a 9,700 sq ft store in the shopping centre.

It is only the second shopping centre store opening for Toys R Us, which last Christmas opened a shop in Whiteleys in London’s Bayswater. That store is still trading.

Toys R Us has historically opened large sheds on retail parks.

Toys R Us marketing and ecommerce director Mike Coogan said Silverburn is a “great centre with a great reputation, serving a really strong catchment”.

Silverburn’s owner Hammerson director of UK shopping centres Martin Plocica said: “Toys R Us is a great global brand, and a very strong addition to our retail offer at Silverburn given the centre’s significant popularity with families.  

“Their decision to open such a large pop-up store highlights the centre’s strong destination appeal. This concept enables retailers to test new store formats, within a strong catchment area and Silverburn has achieved great traction with pop-ups during 2013.”

Silverburn has recently signed a new Superdry regional flagship and this year secured planning permission to build a 200,000 sq ft leisure extension.

Property agent Johnson & Co represented Toys R Us. Hammerson dealt directly.