The Entertainer has partnered with Indian retail giant Reliance Retail as part of its strategy to “tap into the booming Indian market”.

The toy retailer has agreed a franchise deal with Reliance Retail, with the first stores set to open in Mumbai during the first half of this year.

The Entertainer co-founder and chief executive Gary Grant said: “We’re delighted to announce our partnership with Reliance Brands, bringing The Entertainer to India. We believe that our community-based stores, offering the very best brands and licences at fantastic value price points, are a great fit for the market.

“India is a key priority as we continue our international expansion and Reliance Brands are a highly professional and dedicated team with extensive retail knowledge and experience. We’re looking forward to working with them and to bringing all the fun of The Entertainer to India.”

Reliance Brands group vice-president Kinjal Shah said: “We are thrilled to be introducing The Entertainer to India. The Indian toy industry is growing at a healthy pace and is currently missing a retailer with a next-door ‘community-led’ shopping experience, a gap that The Entertainer can fill effortlessly along with its exceptional in-store experience and strong omnichannel strategy. 

“Additionally, the unique proposition of The Entertainer will be its value price points across diverse multi-brand assortment, with a very strong private brand play.”