Multi-platform toy shop, The Entertainer is growing its international footprint once more, this time with the launch of its first outlet in the Far East. In partnership with Kim Jin Joo Bhd, the retailer has set foot down in Malaysia’s own Sunway Pyramid.

This is the latest move to cement the ongoing expansion for the UK’s largest chain of toy stores. The Malaysian group has said that this maiden store will be joined by two other outlets by the end of this year.

Group chairman Pang Kim Hin said the opening of the outlet marks a new milestone for the company as part of its strategy to diversify into the toys sector and complement its existing maternity and baby product retail business.

“We are of the view that the introduction of The Entertainer outlets in Malaysia will contribute to an increase of sales over the coming two to three years as it fulfills a niche for toys catering to children of toddler age up to 12 years old,” he said in a statement today.

Previously, Kim Hin Joo’s existing market reach and product offerings was mainly catered to children up to six years of age, but with the outlet chain it is able to widen its retail offerings to include older children, particularly those in the six to 12 years age bracket.

In regards to the ongoing Covid-19 pandemic, the group is also taking measures to ensure that its business will remain sustainable as well as the necessary steps to mitigate the impact from the outbreak.

Pang said that no one could predict the pandemic’s impact on the retail industry, especially for businesses that have primarily brick-and-mortar presence.

“However, we foresee a recovery in our sales in our retail outlets in line with the reopening of shopping malls operating at regular hours, and a gradual increase of foot traffic in shopping malls over the coming months,” he said.