Smyths Toys in hopes of opening Wolverhampton store - creating 30 new jobs

Firstplan - the agents of Smyths Toys, a leading provider of children's toys and entertainment products - has submitted a planning application to open a new store at the Bilston Retail Market.

It will be located on the same premises as the former Allied Carpets store which closed in 2010.

Should the plans go ahead, the new store will create up to 30 full time jobs with the figure possibly rising up to 60 with seasoned positions being vacated around the Christmas period.

Smyths Toys have other stores in the Black Country with branches located in Oldbury and Walsall but a planning report, submitted to the city council, says the firm has a 'long standing' requirement to be located in the city.

The firm has more than 50 stores located all over the UK and more than 20 in Ireland with more branches needed as part of its aim to grow in the market.

A planning report from Firstplan states: "The application proposals will facilitate the occupation of the unit by Smyths Toys, the leading toys and children's entertainment retailer.

"Smyths Toys are expanding their operation across the UK and have a long standing requirement for a store in Wolverhampton. Reflecting the demand from consumers, further expansion is planned.

"The application site meets the operational requirements of the business and will enable Smyths Toys to be represented in Wolverhampton."

Smyths Toys has said it has explored possible moves to sites including the Mander Centre, the former Sainsbury's site at St George Parade and the Wulfrun Centre but considered them not to be 'economically viable' for the store.

The report also states that the possible arrival of the new store would not have a detrimental impact to other businesses.

"The proposed extension to the range of goods that can be sold from the application site will not result in a significant adverse impact on the vitality and viability of Wolverhampton City Centre or Bilston Town Centre," it adds.

The news of a possible major retailer coming to Wolverhampton will be of welcome delight to city regeneration chiefs.

According to retail experts, the city centre is in desperate need of more major retailers and is currently missing 25 of the top 100 national shopping brands.

A new £60 million Sainsbury's superstore officially opened last year and fashion retailer Debenhams is expected to open its doors in the city under the £30 million redevelopment of the Mander Centre.