The Entertainer has unveiled a new retail activation in partnership with Netflix, with the ‘Kpop Demon Hunters shop-in-shop’ opening on 26 October at the retailer’s Bullring store in Birmingham.

Open for a minimum of six months, it features characters from the franchise and a interactive stage for fans to engage in photoshop opportunities.

Craig Inglis, group chief customer officer at The Entertainer, said: “This is a landmark partnership for The Entertainer and a hugely exciting step forward in how we’re thinking about the future of our stores.

“To be working with Netflix on a retail-first concept of this scale is a real milestone for the business and reflects our ambition to push the boundaries of what toy retail can look like.”

Also included in the space is a dedicated retail area with the The Entertainer’s full range of Kpop Demon Hunters merch. The range includes dolls, toys, figures, scooters and accessories as well as a new homeware line.

Inglis added: “As consumers seek interactive, experiential shopping experiences, we are evolving our stores to be more than just somewhere to shop, creating spaces where families and fans can experience the brands they love in new and exciting ways.”

This follows The Entertainer revealing that the KPop Demon Hunters Rumi Huntrix Singing Doll Golden  is part of its top trending toys for Christmas this year.

26th October 2026

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