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Asda partners with The Entertainer

Exclusive partnership will see The Entertainer turn the toy categories in five Asda stores into branded concessions.

Asda has expanded its ‘test and learn’ partnerships strategy, joining forces with toy specialist The Entertainer.

The exclusive partnership will see The Entertainer turn the toy categories in five Asda stores into branded concessions offering customers a much larger range of products from brands such as LEGO, L.O.L. Surprise, PAW Patrol and Disney, as well as its exclusive range of Addo toys.

The Entertainer will have full responsibility for product range, pricing and merchandising in the five-store trial, which will launch early next year.

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

At the same time, Asda has confirmed the expansion of its trial partnership with musicMagpie and a new tie-up with branded fragrance distributor, Per-Scent using the exclusive Fragrance point brand.

Matt Harrison, Asda’s senior director of corporate strategy and partnerships, added: “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.”

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