// Asda announces a partnership with toy retail chain The Entertainer
// The partnership will see the Entertainer take over the toy category in 5 Asda stores on a trial basis
// The Entertainer will also have full responsibility for products, pricing & merchandising in these stores
Big 4 giant Asda has partnered with toy retail chain The Entertainer as part of the former’s “test and learn” partnership strategy.
The new partnership will see The Entertainer turn the toy aisles in five Asda stores into branded concessions.
The Asda partnership will launch early next year, with The Entertainer having full responsibility for product range, pricing and merchandising.
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Asda also announced the expansion of its trial partnership with musicMagpie to a further 31 stores and a new partnership with Per-Scent, the branded fragrance distributor, at the Stevenage store.
Asda said its strategy of bringing 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 coronavirus pandemic, with an increasing number of shoppers looking to complete multiple shopping “missions” on a single trip.
“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,” Asda partnerships senior director Matt Harrison said.
“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.”
The Entertainer executive chairman Gary Grant 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.”