Tesco and The Entertainer launch concession partnership

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Tesco has joined forces with The Entertainer to open toy concessions in 35 of its largest supermarkets.

Tesco customers will be able to shop well-known brands including Lego, Marvel, Barbie, Paw Patrol and Early Learning Centre, as well as The Entertainer’s Addo range.

Ranging, pricing and merchandising will come under The Entertainer’s remit and there will be a calendar of free events and character visits.

The trial, launching in October, comes after a similar but smaller tie-up between The Entertainer and Tesco’s big-four rival Asda came to an end earlier this year.

Under that agreement, The Entertainer took over the toy aisles inside Asda’s supermarkets in Watford, Slough, Roehampton, Darlaston and Pudsey.

The Entertainer founder and chair Gary Grant said: “We’re always looking for new and innovative ways to bring the wonder of The Entertainer to customers, so we’re very excited to announce this partnership with Tesco, which takes our products and experiences directly to families and children right in the heart of their local communities.

“The in-store collaboration will provide shoppers with the chance to shop our bestselling and affordable ranges of the latest toys and games, which will include products from Addo and Early Learning Centre, from more locations across the country than ever before.”

Tesco head of strategic partnerships Louise Goodland said: “We’re delighted to launch this trial with The Entertainer team, who are leading experts in their field. We’re excited to work alongside them and bring a new offer to our customers.”