New signage installed at Eden Shopping Centre confirms the toy giant will open its doors this autumn, just in time for the busy Christmas shopping season. However, the High Wycombe branch is particularly significant because it will be one of the company's first locations inside a major shopping centre. Eden Shopping Centre previously described the move as another important milestone in its ongoing development and efforts to attract a wider mix of retailers and leisure attractions. Andrew Norton, centre director at Eden Shopping Centre, said when the plans were announced: "We're incredibly excited to be welcoming Smyths Toys Superstores to Eden. "It's a fantastic addition for High Wycombe and gives families even more reasons to visit the centre.