The Entertainer is moving into Asda, as part of the supermarket giants ‘test and learn’ partnership strategy which will see the toy company take over five Asda stores toy aisles and turn then into branded concessions from early 2021.
The Entertainer will have full responsibility for the product range, pricing and merchandising, a move brought on by the coronavirus that Asdas believes is due to shoppers wishing to get more of their shopping in less trips.
This isn’t the first partnership of its kind for Asda who has recently expanded its trial run with musicMagpie to a further 31 stores and has formed a new deal with Per-Scent, the branded fragrance distributor, at its Stevenage store.
“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,” Asda partnerships senior director Matt Harrison said.
The Entertainer executive chairman, Gary Grant, said: “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, where ever is most convenient to them.”