The Entertainer has launched a toy supply deal with Modella Capital.

The retailer is set to supply toys to Hobbycraft and TGJones shops across the UK under the partnership, according to Retail Week.

The Entertainer will begin the ranging and merchandising of products in a selection of Hobbycraft and TGJones shops on a pilot basis, with plans for a wider rollout. 

TGJones is set to trial the tie-up in its Toys R Us shop-in-shop concessions across Bluewater, Epsom, Hitchin, Wimbourne and Fleet.

Hobbycraft will pilot the toy selection throughout its Glasgow Fort, Orpington, Stevenage, Chelmsford, Crawley and Woking sites. The move sees Hobbycraft move into the toy category for the first time.

A wide range of toys and games are set to be sold, including items from brands such as Paw Patrol, Lego, Disney and Barbie.

The collaboration forms an extension of The Entertainer’s Toy Box Retail Solution, a B2B2C service that provides customised sourcing, ranging, wholesale and concession support of toys for retail businesses.

The Entertainer CEO Andrew Murphy said: “We’re thrilled to announce our new partnership with Modella Capital, and look forward to growing together across the UK through TGJones and Hobbycraft. 

“The nature of our partnership, where we will be supporting the Modella team as they execute their toy offer under a third-party toy retail brand, is further evidence of the versatility of the ‘Toy Box’ services we are uniquely able to offer all types of multi-category retailers across the world.”

Hobbycraft CEO Alex Wilson said: “Working with The Entertainer allows us to bring customers something new and engaging, while staying true to our focus on inspiring creativity and delivering memorable experiences. 

“The launch of toys sections in selected locations expands our offer in an exciting way, giving families more reasons to visit, shop and enjoy a wider range of products designed to spark imagination across all ages.”

TGJones CEO Sean Toal added: “This new and exciting partnership with The Entertainer allows us to grow our existing range of toys in TGJones stores. 

“Our customers already love our toy range and I’m sure this partnership will continue to grow the category at TGJones.”

Last month, The Entertainer unveiled a festive tie-up with Disney, which included sponsorship of the retailer’s Christmas gift guide for 2025.

The partnership sees a host of Disney’s key lines take centre stage in chain’s festive gift guide catalogue.

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