Five-floor building includes Disney café, plus Disney and Harry Potter themed areas.
The presence of licensed product on the high street has been given a further boost with the opening of Primark’s new Birmingham store this week.
The five-floor building covers 160,000 sq ft and is Primark’s biggest outlet. It has been developed from the former Pavilions centre which was previously home to over 49 shops.
The store – which saw queues of eager customers as early as 6am yesterday (April 11) – includes a Disney-themed café and a Disney shopping area.
In addition, there is also a Harry Potter Hogwarts Wizarding World area, filled with an array of merchandise from apparel and accessories through to bedding, toys and earphones.
Birmingham Mail reported directly from the opening yesterday, highlighting the Harry Potter area (pictured left) in a special video. Click here to check it out.
In addition, Retail Week was given an early look at the store, including the Disney café (pictured right).