The Entertainer strikes toy supply deal with Modella Capital

The toy retailer will execute the ranging and merchandising of toys in a selection of Hobbycraft and TGJones stores on a pilot basis, with a view to a wider rollout. 

TGJones will pilot the partnership within its Toys R Us shop-in-shop concessions in Bluewater, Cardiff, Epsom, Hitchin, Wimbourne and Fleet and Hobbycraft will trial the ranges in its Glasgow Fort, Orpington, Stevenage, Chelmsford, Crawley and Woking stores. 

The retailers are set to feature a wide range of toys and games, including products from brands including Lego, Paw Patrol, Disney, Barbie and more. 

Chief executive of The Entertainer Andrew Murphy said: “We’re thrilled to announce our new partnership with Modella Capital, and look forward to growing together across the UK through TGJones and Hobbycraft. The nature of our partnership, where we will be supporting the Modella team as they execute their toy offer under a third-party toy retail brand, is further evidence of the versatility of the ‘Toy Box’ services we are uniquely able to offer all types of multi-category retailers across the world.” 

The partnership will see Hobbycraft step into the toy category for the first time. 

Hobbycraft chief executive officer Alex Wilson said: “Working with The Entertainer allows us to bring customers something new and engaging, while staying true to our focus on inspiring creativity and delivering memorable experiences. The launch of toys sections in selected locations expands our offer in an exciting way, giving families more reasons to visit, shop and enjoy a wider range of products designed to spark imagination across all ages.”

The new partnership with Modella is an extension of The Entertainer’s Toy Box Retail Solution, a B2B2C proposition, which provides customised sourcing, ranging, wholesale and concession support of toys for retailers. 

Modella Capital managing director Joe Price said: “This agreement with The Entertainer is part of our strategy to broaden the ranges and categories that are on offer to customers who visit TGJones and Hobbycraft stores. The Entertainer, who we have long admired, has the expertise and ranges we need to help us ensure we delight our customers.”

TGJones chief executive officer Sean Toal said: “This new and exciting partnership with The Entertainer allows us to grow our existing range of toys in TGJones stores. Our customers already love our toy range and I’m sure this partnership will continue to grow the category at TGJones.”