If Langleys, Toys R US, The Entertainer, Tickety Boo, Hawkin's Bazaar and Kerrison Toys weren't enough for customers, Smyths Toys Superstore has also revealed it is setting up shop in Norwich.
The popular children's toy retailer will be opening its first Norwich store on Saturday, June 17.
Located in Units E1 and E2 at Longwater Retail Park, the shop will sell the 'latest and greatest products in toys, baby, outdoor and gaming'.
Smyths Toys, Promotions and Events Executive, Amy Matthews said: 'We're delighted to be opening our brand new Smyths Toys Superstore in Norwich.
'There's sure to be a tremendous sense of fund and enjoyment with character appearances, face painting, candy floss and even a fantastic PS4 console giveaway!'
She added: 'Our aim is to offer a fun-filled shopping experience for our customers, with the best range of products at the most competitive prices all year round.'
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