Smyths Toys will be opening their new superstore at the Longbridge Town Centre after Birmingham City Council granted planning permission.
The work is already underway to convert the three units to accommodate the store ready for an opening date in October.
The toy store giant will be joining several high profile stores such as Marks and Spencer, Sainsbury’s, Boots and the newly opened Holland and Barrett that have already made the new Longbridge Town Centre their home.
Ailbhe Carroll, Property Manager at Smyths Toys said: “With a great mix of retailers and an outstanding location, Longbridge Town Centre presents us with an opportunity to significantly increase our retail offer in the area.
“We are pleased to be creating employment opportunities for local people and look forward to offering our customers the best range and quality of children’s products at the most competitive prices.”
The second phase of Longbridge Town Centre is now close to full capacity.
Other existing Town Centre occupiers include Sainsbury’s, Costa Coffee, Holland and Barrett, Subway, EE, Countrywide Estate Agents, Greggs Bakery and Tailor Made dry cleaners and tailors.
Mike Murray, Development Director at St. Modwen, said: “Holland & Barrett and Smyths Toys Superstores are two of the most successful names in UK retail at the moment and their commitment to Longbridge is a major endorsement of the growing success of the town centre and the Longbridge development as a whole.
“With 64,000 shoppers now visiting the town centre each week, we are fulfilling our vision of creating a thriving retail destination as well as a hub for the hundreds of thousands of people who live, work and study at Longbridge.
“We are in talks with a number of interested retailers for the last two units, and we expect to progress plans for phase 3 – which will be leisure-led – later this year.”