The Entertainer has announced a major expansion of its partnership with Tesco, bringing a selection of its popular toy lines to more than 2,000 Tesco Express stores across the UK from April 2025. The move will significantly increase the accessibility of The Entertainer’s products, offering a new level of convenience to customers of the UK’s largest supermarket.
This rollout will see toys from The Entertainer stocked in 2,010 Tesco Express locations, reinforcing a collaboration that has already brought toy concessions to over 850 larger Tesco stores. The new product range is designed to be accessible, with prices starting at £1.50 and capping at £7. Seasonal items and the latest toy trends will be included, catering for children of all ages.
Among the toys to be made available are top-selling lines such as Hot Wheels, TY, and Addo, the latter being one of The Entertainer’s private label brands. The initiative builds on the success of the previous rollout, which completed in October 2024, and resulted in 1,200 new jobs. That phase saw the introduction of The Entertainer’s concessions into 861 Tesco stores across the UK and Republic of Ireland within just eight months, averaging 100 store integrations each month.
With this latest development, the Amersham-based toy retailer now has a physical presence in more locations across the UK and Ireland than any other toy business, solidifying its market-leading position.
Andrew Murphy OBE, Group Chief Executive Officer of The Entertainer, said: “We are thrilled to enlarge our successful partnership with Tesco by introducing our ranges to their convenience-format stores – putting even more of Tesco’s shoppers within easy reach of our outstanding toy offer.
“One year in, our collaboration with Tesco has delivered everything we’d hoped for. We look forward to building on these great foundations with such a supportive and accomplished partner and to further demonstrate the strength and versatility of our ‘Toy Box’ retail solution for multi-category retailers.”
Pauline Chisholm, Head of Strategy and Partnerships at Tesco, added: “We are delighted to bring easy access to great toys for every budget to even more customers by extending our partnership with The Entertainer to include our Express stores. We are confident that our customers will appreciate the chance to pick up some of the latest and most popular toys close to home, as well as in our large stores.”
