Welcome to the Booghe family!

An exciting new experiential toy shop is due to open at The Fort on Friday 28 June. Booghe Toys will be the first bricks and mortar store for Erdington-based online entrepreneur Krishna Yadlapalli.

Krishna has run Booghe Toys as a very successful online business for eight years from a warehouse at the back of The Fort. It specialises in some of the most exciting children’s toys on the market and excellent customer service. The new store will create 40 local jobs.

Billed as the ‘UK’s first experiential toy-scape’ and with an investment of £1.1 million, the bespoke new store will offer shoppers a unique and immersive retail experience capturing the magic and excitement of toys.

The brand is named after a mythical red panda born from the roots of the sacred Banyan tree. The magical character from Indian folklore is known for its kindness and joy of giving gifts to children.

The 5,800 sq ft store, located next to Tui, will trade over two floors.  It will play host to a raft of big name brands, as well as play zones, demo areas, photo and drawing walls, and a dedicated VR/arcade space.   The ground floor will open on Friday 28 June, with the first floor later in September.

There will also be a play area at the back of the store and staff will be on the shop floor interacting with children showing them how the toys work.

The interior will feature bespoke fixtures and fittings in a vibrant palette featuring yellow, turquoise, red and lilac.  All the fittings are curved, adding fluidity and softness.

The legendary Banyan tree will feature throughout the store in a simplified 3D form growing up to the ceiling. The overall effect will be a magical experience for children.

Booghe director Krishna Yadlapalli said: We are very excited to be opening our first store. It will be unlike any toy shop any child has experienced locally. It’s a brand new concept which combines a child’s wonder of toys with the excitement of new technology. Our main objective is to put a smile on every kid that walks out from the Booghe door”

Troy Yeomans, Destination Manager at The Fort said: “We  are absolutely delighted that Booghe has chosen to open its first store at The Fort. We can’t wait to see what Krishna creates at this world first for Booghe, a brand which captures the magic of toys for children.

“We think our Fort families will be drawn into a wonderful world of play and entertainment where they can discover the world’s most exciting toys and games.”

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