Tesco and The Entertainer are extending their partnership to cover the supermarket’s UK and the Republic of Ireland business from March 2024.
The grocer’s shoppers will be able to purchase The Entertainer’s range of brands including Barbie, Nerf and LOL as well as their exclusive ranges Addo brand and Early Learning Centre in stores across the UK and ROI.
The range will be introduced across 759 UK Tesco superstores and 94 Irish stores.
The news comes after a successful year-long trial of the toy retailer in 35 of Tesco’s large UK stores and a positive response from customers.
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As well as extending the partnership across the UK and ROI, Tesco is entering into a supplier agreement with the The Entertainer for its Central Europe stores, with both ROI and Central Europe serving as new markets for the toy business.
Tesco managing director of home and clothing Jan Marchant said: “We’re really excited to be bringing The Entertainer to Tesco stores across the UK and ROI and introducing our customers in Central Europe to the brand.
“Our initial trial was really popular with customers and we look forward to introducing even more customers to the great range of toys from The Entertainer – making it easier for customers to pick up a gift for their little ones in store.”
The Entertainer CEO Andrew Murphy said: “After a successful trial, we’re excited to be bringing The Entertainer’s fabulous range and market-leading value to even more communities across the country and to be doing so with the UK’s most admired retail business.”
