The supermarket giant has expanded its ‘test and learn’ partnerships strategy and joined forces with the UK’s largest independent toy retailer, The Entertainer.
Initially, this exclusive partnership will see The Entertainer turn the toy categories in five Asda stores into branded concessions that will offer customers a much larger range of products from leading brands such as Lego, Paw Patrol and Disney. As part of the partnership, The Entertainer will have full responsibility for product range, pricing and merchandising in these stores.
Matt Harrison, Asda’s Senior Director of Corporate Strategy and Partnerships, commented: “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.”
Founder and Executive Chairman of The Entertainer, Gary Grant, commented: “We are delighted to be partnering with Asda to bring the wonder of The Entertainer to their customers. The trial in 5 stores in February 2021 will give customers the opportunity to shop our range of the latest toys and games, including our great value exclusive range from Addo, where ever is most convenient to them.”
Other brands that Asda have partnered with include Claire’s, Greggs, B&Q, musicMagpie and Fragrance Point.
