The Entertainer expands Tesco partnership to over 2,000 Express stores

The toy retailer announced today that it would be introducing a selection of its key toy lines to 2,010 Express stores, “bringing outstanding value toys and even greater convenience” to the grocery giant’s customers.

The range will include some of The Entertainer’s “most popular toys” such as Hot Wheels, TY and Addo—one of the retailer’s private label ranges.

The expansion of the tie-up follows on from the October roll-out out of The Entertainer concessions in more than 850 Tesco supermarkets which created 1,200 jobs.

The Entertainer expanded into 861 Tesco stores in eight months, opening an average of 100 new concessions a month, with the latest expansion meaning the retailer will now reach three times as many UK and Ireland locations than any other toy retailer.

Group chief executive officer at The Entertainer Andrew Murphy said: “We are thrilled to enlarge our successful partnership with Tesco by introducing our ranges to their convenience-format stores—putting even more of Tesco’s shoppers within easy reach of our outstanding toy offer.

“One year in, our collaboration with Tesco has delivered everything we’d hoped for. We look forward to building on these great foundations with such a supportive and accomplished partner and to further demonstrate the strength and versatility of our ‘Toy Box’ retail solution for multi-category retailers.”

Head of strategy and partnerships at Tesco, Pauline Chisholm, said: “We are delighted to bring easy access to great toys for every budget to even more customers by extending our partnership with The Entertainer to include our Express stores. We are confident that our customers will appreciate the chance to pick up some of the latest and most popular toys close to home, as well as in our large stores.”