The Entertainer partners with Modella for toy supply pilot

The Entertainer has agreed a partnership with retail investment firm Modella Capital to launch curated toy ranges in selected TGJones and Hobbycraft stores across the UK.

The pilot scheme will see the Amersham-based toy retailer manage product selection and merchandising in six TGJones and six Hobbycraft locations from the end of October. The initiative forms part of The Entertainer’s expanding Toy Box Retail Solution service, which provides retail partners with sourcing, ranging and concession support.

At TGJones – the chain formerly known as WHSmith – The Entertainer will oversee a new toy offer in stores at Bluewater, Guildford, Epsom, Hitchin, Wimborne and Fleet. The company will advise on range planning, merchandising and in-store presentation to help shape the customer experience.

Hobbycraft, which operates 106 stores nationally, will also introduce dedicated toy sections at six outlets: Glasgow Fort, Orpington, Stevenage, Chelmsford, Crawley and Woking. Its customers will be able to buy products from brands including LEGO, Paw Patrol, Barbie, Disney and Squishmallows, along with The Entertainer’s Addo range and items from the Early Learning Centre.

Andrew Murphy, chief executive of The Entertainer, said: “We’re thrilled to announce our new partnership with Modella Capital, and look forward to growing together across the UK through TGJones and Hobbycraft. The nature of our partnership, where we will be supporting the Modella team to execute their toy offer under a third-party toy retail brand, is further evidence of the versatility of the ‘Toy Box’ services we are uniquely able to offer all types of multi-category retailers across the world.”

According to TGJones chief executive Sean Toal, the collaboration would strengthen the group’s existing toy range, while Hobbycraft chief executive Alex Willson said it would “bring customers something new and engaging” and expand its family offering.

Joe Price, managing director of Modella Capital, added: “This agreement with The Entertainer is part of our strategy to broaden the ranges and categories that are on offer to customers who visit TGJones and Hobbycraft stores. The Entertainer, who we have long admired, has the expertise and ranges we need to help us ensure we delight our customers.”