The town’s newest toy shop celebrated a successful opening day in which 1,000 people came through the doors of its 100th store.
The Entertainer opened the landmark store in Friars Square Shopping Centre, Aylesbury on Saturday.
The fun started at 8.15am with a trolley dash as siblings Lauren and Alex Cianfini from children’s charity PACE filled their trolleys with as many items as possible for free.
Deputy mayor of Aylesbury Cllr Allison Harrison, deputy chairman of Bucks County Council Bill Chapple and founder of The Entertainer Gary Grant opened the store before the first 100 children received a free goody bag.
Children’s characters including SpongeBob SquarePants, Lego Ninjago and Mr Banker from the Monopoly game joined in the fun while there was also face-painting, balloon art and free cake on offer.
Store manager Jen Allison said: “We had about 850 paying customers on the first day but almost 1,000 people through the doors.
“We had a soft opening day last week and got some really good feedback.
“We see our store as one big party where the children are the VIPs.”
A team of seven staff work at the Aylesbury branch of The Entertainer, which was named as one of the top 100 companies to work for in the country in a recent Sunday Times poll.
Mrs Allison said: “All our staff are from the local area and we care about our customers, the children, and go out of our way to help them have a really enjoyable time when they visit here.”