Tesco and The Entertainer are extending their partnership to cover the entire grocer’s UK and the Republic of Ireland business from March.
Tesco customers will be able to buy 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 toys range will be rolled out to 759 large stores in the UK and 94 in Ireland.
The expansion comes after the positive response to a year-long trial of the toy retailer in 35 of Tesco’s UK superstores.
Customers will be able to earn Clubcard points on in-store purchases from the Entertainer and benefit from Clubcard Prices promotions on toys.
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Tesco is also entering into a supplier agreement with The Entertainer for its Central Europe stores, which is a new market for the toy retailer.
The supermarket’s 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 Republic of Ireland 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 group CEO Andrew Murphy added: “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.”
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