Toy shop The Entertainer to trial in-store concessions at Tesco stores

Published by

Sam Pither

Amersham-based toy retailer The Entertainer will open branded concessions in around 35 Tesco stores as part of a trial partnership.

This will enable Tesco customers to purchase toys from the Entertainer’s extensive range, which includes Barbie, Lego, Marvel and Paw Patrol. The Entertainer’s sister brands, value-focused Addo and early years specialist Early Learning Centre, will also be on offer.

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.”

The trial partnership, which will launch in October, will see The Entertainer retaining full oversight of product range, pricing and merchandising in the concessions. The concessions will also run free events throughout the year, including character visits for children of all ages.

Louise Goodland, head of Strategic Partnerships at Tesco, said: “We’re delighted to launch this trial with The Entertainer team, which is a leading experts in its field. We’re excited to work alongside the retailer and to bring a new offering to our customers.”

Sam Pither

Sam is the Regional Editor of Biz News, responsible for both Hampshire and Dorset. A new recruit to journalism, Sam started writing for the Business Magazine as a freelancer in May of 2022 after completing his degree in English at University College London. His passion for local businesses and ability to tell a story soon caught the attention of the publication’s management team and have led to his meteoric rise. Sam, who lives in central Reading, takes a particular interest in technology, gaming and food and drink, having been a chef before starting his degree.