Watch: Huge queues as new pop-up attraction opens at Birmingham Bullring
Some customers were queuing for three hours before the doors opened.
Fans of KPop Demon Hunters were spotted queuing from 8am today as a new pop-up attraction opened at Birmingham's Bullring.
Toy shop, The Entertainer, has teamed up with Netflix to bring a brand new KPop Demon Hunters immersive shopping experience to the city centre store.
The new store – which opened to the public at 11am – gives fans the chance to step inside the world of Netflix's biggest ever film, and discover their favourite characters through an immersive, interactive shopping experience.
Customers enjoyed channelling their inner K-Pop superstar with multiple photo opportunities, as well as interactive shopping experiences and product demonstrations.
The new store also features The Entertainer's extensive range of KPop Demon Hunters products, including toys, games, accessories, scooters and a brand-new collection of homeware.
Ahead of the launch this morning, the Entertainer’s chief customer officer, Craig Inglis, said: “We're very excited. The atmosphere is building because KPop Demon Hunters is a global phenomenon.
“And together with Netflix, we've come together to create something quite special here.
“So we've transformed part of our shop into an immersive experience where customers can come along and they can play, they can sing, they can dance, they can get their photos taken and really get close to the characters that they love.”
He added: “KPop Demon Hunters just connects with kids. It's the singing, the dancing, the characters. They absolutely love it.
“It's Netflix's biggest film ever, with 325 million views in 91 days.
“So as a consequence, we've partnered with them to create this amazing experience and allow those customers to get closer to the brand.
“Our stores have always been there for the greatest toys and merchandise, of course, but our customers are telling us they want richer, deeper and more immersive experiences, and that's exactly what they're going to get, because they're going to be able to sing and dance, they're going to get filmed.
“They can go into the demon hunters’ apartment, and of course, see the incredible range of merchandise that we've got.”