‘Magical’ new £1.1m shop to open at The Fort that’s ‘unlike any other’

An Erdington entrepreneur has invested £1.1m to open a new toy shop at The Fort Shopping Centre that promises to be a ‘magical experience’ for children. Krishna Yadlapalli will open the doors to Booghe Toys on Friday, June 28 and it’s billed as the ‘UK’s first experiential toy-scape’ with a play area, drawing walls and a VR arcade space.

The shop is the first physical branch of the online toy store and Krishna has operated from a warehouse at the back of The Fort for eight years. The new shop has created 40 jobs.

Booghe Toys will be a 5,800sq ft space beside Tui and will be set across two floors. As well as big name brands, there will be demonstration areas and more for children to enjoy.

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Krishna has named the brand after a mythical red panda from Indian folklore who is said to live in the roots of a sacred Banyan tree and finds joy in giving gifts to children. There’ll be a Banyan tree in store, in ‘simplified 3D form’, growing up to the ceiling. The bespoke interior will feature a vibrant colour palette and custom soft, curved fittings.

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.”