Leeds-based Asda joins forces with toy firm The Entertainer

The exclusive partnership will see The Entertainer turn the toy categories in five Asda stores into branded concessions offering customers a range of products from leading brands such as Lego, L.O.L, Paw Patrol and Disney, as well as the firm's range of value Addo toys.

The Entertainer, which was founded in 1981, has more than 170 UK stores and a further 300 internationally.

The Asda partnership will launch early next year as a five-store trial, with The Entertainer having full responsibility for product range, pricing and merchandising in these stores.

Gary Grant, founder and executive chairman of The Entertainer, said “We are delighted to be partnering with Asda to bring the wonder of The Entertainer to their customers.

"The trial in five stores from 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.”

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

Leeds-based Asda has also announced the expansion of its trial partnership with musicMagpie and a new partnership with Per-Scent, the branded fragrance distributor.

The musicMagpie partnership, launched as a five-store trial last month, will be expanded to a further 31 stores after proving popular. Customers can purchase a range of used DVDs priced £1 and £2 in store alongside Asda’s current entertainment offer.

The new partnership with Per-Scent, using the exclusive Fragrance Point brand, will initially launch at Asda's Stevenage store, where customers can use a digital pod to order from a range of more than 300 branded fragrance lines for home delivery or collection in store via Asda’s toyou service.

Later this month, the full Fragrance Point range will be available to purchase on George.com.

Asda’s strategy of bringing complimentary brands that are popular with customers into stores began last year with jewellery and accessories retailer Claire’s and has since been extended to partnerships with Greggs, B&Q, musicMagpie and now the Entertainer and Fragrance Point.

The move to accelerate the in-store partnerships strategy follows a shift in customer behaviour brought on by the pandemic, with an increasing number of shoppers looking to complete multiple shopping objectives during a single trip.