Asda has launched a concession partnership with The Entertainer to boost its in-store toy proposition. 

The Entertainer will take over the toy aisles in five of Asda’s largest supermarkets and transform them into branded concessions.

The new-look toy sections will stock a larger range of products from brands such as Disney, Lego and Paw Patrol. 

The Entertainer will have full control over ranges, merchandising and pricing in the new concessions, which will open next February in Watford, Slough, Roehampton, Darlaston and Pudsey. 

The move comes as part of Asda’s test-and-learn partnerships strategy – the supermarket giant wants to make better use of excess store space by joining forces with third-party retailers and brands.  

Last month, the grocer revealed plans to open four B&Q shop-in-shops in four of its largest sheds. The first two will open in Dagenham and Sheffield later this year. 

The locations, which will be operated by B&Q staff and measure between 2,000 and 3,000 sq ft, will sell a limited selection of paint, tools, hardware and other DIY essentials. B&Q’s full product range will be available for customers to order for home delivery or click and collect. 

Asda has also struck a new deal with Fragrance Point, which will allow customers to order from a range of more than 300 branded perfumes and aftershaves for home delivery or collection through Asda’s ToYou in-store service. 

The grocer already has existing tie-ups with the likes of Decathlon, Greggs, Subway, Claire’s and Music Magpie, but has stepped up its search for third-party partners in the wake of the coronavirus pandemic.

It said it has seen “a shift in customer behaviour”, which has seen “an increasing number of shoppers looking to complete multiple shopping missions on a single trip”. 

Asda senior director of corporate strategy and partnerships Matt Harrison 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.”