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The Entertainer is set to introduce a selection of its key toy lines to over 2,000 Tesco Express stores as part of an expanded partnership with the supermarket.
From April 2025, the toy retailer will launch in 2,010 Tesco Express stores across the UK, with its selection of toys including seasonal lines, with prices ranging from £1.50 to £7.
The range will include popular toys such as Hot Wheels, TY and Addo, one of The Entertainer’s three private label ranges.
The announcement follows last October’s completion of the roll-out of The Entertainer’s toy shop concessions in more than 850 Tesco supermarkets, creating 1,200 jobs.
The retailer’s “significant” expansion across 861 Tesco stores in the UK and the Republic of Ireland was achieved in just eight months, with an average of 100 new concessions opening each month.
The latest expansion of The Entertainer concept gives the Amersham-based business more than three times as many UK and Ireland locations as any other toy retailer.
Andrew Murphy OBE, group CEO 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.
“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, added: “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.”
