The UK’s largest independent toy retailer, The Entertainer, is partnering with Tesco to open branded concessions in 35 supermarkets across the country.
The partnership will see a trial launch in October in c.35 stores across the UK – with The Entertainer keeping full oversight of product range, pricing and merchandising across the stores, and running free-of-charge and all-year-round events and character visits for children. The full list of Tesco stores that are part of the rollout is set to be announced over the coming weeks.
Founded in 1981 by husband and wife team Gary and Catherine Grant, The Entertainer has more than 170 stores across the UK, a further 32 internationally, plus franchise partners.
Gary Grant, chairman and founder of The Entertainer, said: “We’re always looking for new and innovative ways to bring the wonder of The Entertainer to customers, so we’re very excited to announce this partnership with Tesco, which takes our products and experiences directly to families and children right in the heart of their local communities.
“The in-store collaboration will provide shoppers with the chance to shop our best-selling and affordable range of the latest toys and games, which will include products from Addo and Early Learning Centre, from more locations across the country than ever before.
“Our mission when we launched The Entertainer in 1981 was simple: to become the best-loved toyshop – one child, one community at a time, and we’re incredibly proud that this partnership will enable us to continue achieving this mission.”
Louise Goodland, head of strategic partnerships at Tesco, added: “We’re delighted to launch this trial with The Entertainer team, who are leading experts in their field. We’re excited to work alongside them and bring a new offer to our customers.”