The Entertainer has today launched 90-minute deliveries after it signed a deal with rapid delivery solutions provider Shutl.

The toy retailer has been mulling the launch of the service since last year.

It expects the new service will boost its online offer further, after it relaunched the website last year. The Entertainer said it will also give it a competitive advantage in the toy sector, as none of its specialist rivals offer the service.

The Entertainer director of multichannel Duncan Grant said: “Shutl offers The Entertainer’s customers a speed of delivery unrivalled in the toy retail industry.

“Building on our store estate and multi-channel infrastructure this new service cements our position as the country’s leading online toy retailer.”

The service operates 24 hours a day, every day of the year and customers can track the progress of their deliveries on a real-time GPS –enabled map.

E-commerce consultancy and solutions provider Neoworks enabled the Shutl launch online.

Shutl founder and chief executive Tom Allason said: “This is the most sophisticated Shutl implementation to date, setting a new benchmark in online customer experience.  It’s a case study in how multi-channel retailers can leverage their key assets to delight customers with an unbeatable proposition.”