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The Entertainer has reported another year of strong growth in the UK and overseas, driven by new store openings, expanded concessions and investment in online services.
The toy retailer said the year also marked its transition to an employee-owned trust, making it the UK’s second largest employee-owned retailer.
During the period, the company opened new ‘Gen5 stores’ in Bluewater, Cambridge, Rushden Lakes, Aberdeen and Edinburgh, alongside its first outlet stores at Dalton Park, the O2 and Gunwharf Quays. A number of existing stores were also refurbished.
Growth in the retailer’s own estate was supported by a rapid expansion of its Toy-Box concessions business. The Entertainer added around 2,000 in-store concessions through Tesco Express and began delivering full toy ranges in pilot locations with British Garden Centres, TGJones and Hobbycraft. Its products are now sold in more than 3,000 locations across the UK.
Internationally, the group continued to reshape its franchise operation, focusing on prime shopping centres across 18 countries and growing through concessions and wholesale. In the UAE, it launched its first toy concessions through a new partnership with Carrefour, with a rollout to more than 100 stores planned during 2026.
Online, the retailer expanded its dropship range to more than 4,000 lines, including video games, consoles and licensed products. The company said the wider range is expected to generate a threefold increase in related revenues in the year ahead.
The Entertainer’s sourcing arm, Addo, also relaunched the Meccano brand in the UK and France, ahead of an international rollout including the US.
In response to changing consumer behaviour, the retailer introduced a nationwide price promise across its 159 UK stores, alongside further investment in convenience. In December, it launched a partnership with Deliveroo, adding rapid delivery to its existing 30-minute click-and-collect service.
Andrew Murphy, group chief executive at The Entertainer, said: “2025 has been a milestone year for The Entertainer. We’ve grown our UK retail sales by more than 20% for the second consecutive year while also advancing internationally through wholesale, concession and franchise channels.
“The business has delivered greater convenience for customers by investing in our purchase and delivery options and broadened our product range to appeal to an even wider audience, all whilst focusing on great quality toys at affordable prices. With renewed colleague energy and commitment following our transfer over to an Employee-Owned Trust, The Entertainer is in a strong position to build on this growth as we head into 2026.”
