Asda brings in The Entertainer with new toy concession

Specialist toy chain, The Entertainer, has gone into partnership with Asda and is to convert the toy sections in five of the supermarket’s branches into branded concessions by early next year. The agreement forms part of Asda’s test and learn partnership.

The arrangement will bring a much larger product range to participating Asda stores, including top brands such as LEGO, Disney, Paw Patrol and the exclusive range of Addo toys. The Entertainer will be responsible for the overall product selection, pricing and merchandising.

The founder and executive chairman of The Entertainer, Gary Grant, commented: “We are delighted to be partnering with Asda to bring the wonder of The Entertainer to their customers. The trial in five stores from February 2021 will give customers the opportunity to shop our range of the latest toys and games, including our great value exclusive range from Addo, wherever is most convenient to them.”

Matt Harrison, Asda’s senior director of corporate strategy and partnerships, said: “The Entertainer are experts in toy sourcing and retailing so we are really excited to work with them and are confident their offer will prove very popular with customers. We anticipate working with more great brands like the Entertainer and Fragrance Point in the coming months as we look to make our stores even better places to visit.”

At the start of October Asda was taken over from Walmart by the Blackburn-based Issa brothers in a £6.8bn deal, returning majority ownership of the supermarket chain to Britain for the first time in two decades.