The Entertainer is holding a quiet hour each day across all of its UK stores this half term to create a calming environment for children with autism.
Until February 23, the toy retailer will switch off in-store music for the first hour after opening to help create a calming and less daunting environment for children with autism.
“We always strive to make our stores a happy place for people to visit and we have for some time been exploring ways in which we can make The Entertainer a more comfortable place for autistic children,” The Entertainer founder and managing director Gary Grant said.
“The Entertainer is somewhere for children to explore their imagination and become inspired by all of the toys available and so we hope by introducing our Quiet Hour, more families will feel confident when it comes to shopping with us.”
This is not the first time a retailer has taken initiatives to make their stores more inclusive of people living with autism.
Last year, Sainsbury’s and Superdrug stores and Intu shopping centres all took part in the nationwide Autism Hour event.
In 2016, Marks & Spencer and Toys R Us started selling autism-friendly school items and toys.