The owner of Currys and PC World unveiled its vision of the "urban toy shop" today with the opening of a high-tech store at a major UK shopping centre.
The outlet at the Bluewater shopping centre in Kent has been designed with a raft of 'stay and play' areas and high-end technology to attract more female shoppers and younger tech-savvy customers.
Dixons Retail Group is hoping that if the format takes off, it can roll out the design across its estate of smaller shops based in high streets and shopping locations.
Sebastian James, chief executive Dixons Retail, said: "Our job is to make buying technology not just fun, but also easy, and I think this takes us another giant leap forwards in achieving that goal for our customers."
Dixons is focusing its efforts on its UK and Ireland business, which has been enjoying a resurgent performance thanks to self-help measures and the collapse of competitors such as Comet.
It recently called time on its troubled European arm PIXmania, unveiling a deal to offload the French-based online retailer, as well as the sale of its loss-making ElectroWorld business in Turkey.