Tesco has confirmed a huge change which will affect over 2,000 supermarket stores from this month. From April, the supermarket chain will be expanding its partnership with toy retailer The Entertainer and will be introducing a selection of its “key” toy lines its its Tesco Express stores.
The Entertainer will launch in 2010 in Tesco Express stores across the UK, and will be offering customers the chance to pick up products ranging from the latest crazes to its seasonal toy lines.
The toy retailee will also be stocking some of its best-loved and most popular toys, such as Hot Wheels, TY, and Addo – one of The Entertainer’s three private label ranges. Prices of the products available will range from £1.50 to £7 and will cater to children of all ages.
The announcement follows last October’s completion of the roll-out of The Entertainer’s toy shop concessions in more than 860 Tesco supermarkets across the UK and the Republic of Ireland, creating 1200 jobs.
Last year’s rollout made the Entertainer one of the biggest toy retailers in the country with more “points of presence” across the UK than any other brand. To support this expansion, The Entertainer also opened a new distribution centre, which it said “played a pivotal role in stocking the in-store concessions and meeting the soaring demand created by the roll-out”.
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The latest expansion gives the Amersham-based business more than “three times” as many UK and Ireland locations as any other toy retailer.
Andrew Murphy OBE, Group Chief Executive Officer of The Entertainer, said: “We are thrilled to enlarge our successful partnership with Tesco by introducing our ranges to their convenience-format stores – putting even more of Tesco’s shoppers within easy reach of our outstanding toy offer.
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“One year in, our collaboration with Tesco has delivered everything we’d hoped for. We look forward to building on these great foundations with such a supportive and accomplished partner and to further demonstrate the strength and versatility of our ‘Toy Box’ retail solution for multi-category retailers.”
Pauline Chisholm, Head of Strategy and Partnerships at Tesco, said: “We are delighted to bring easy access to great toys for every budget to even more customers by extending our partnership with The Entertainer to include our Express stores. We are confident that our customers will appreciate the chance to pick up some of the latest and most popular toys close to home, as well as in our large stores.”
The partnership first began in October 2022, when the toy retailer opened 35 concession stands in 35 Tesco stores. The major rollout was confirmed in January 2024.
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