The Entertainer has reported another year of significant growth across the UK and international markets, underpinned by continued investment in its store estate, online innovation and the rapid expansion of its ‘Toy-Box’ commercial partnerships.
The year marked a major milestone for the toy shop as it transitioned to an Employee-Owned Trust, becoming the UK’s second largest employee-owned retailer.
Alongside this structural change, the business strengthened its physical retail footprint through a combination of new openings and refurbishments.
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New format stores were launched in Bluewater, as well as Cambridge, Rushden Lakes, Aberdeen and Edinburgh. The retailer also opened its first outlet locations at Dalton Park, The O2 and Gunwharf Quays, broadening its physical offer and reach.
This own-store growth was complemented by a sharp acceleration in The Entertainer’s ‘Toy-Box’ B2B2C model. During the year, the retailer added 2,000 in-store concessions through Tesco Express and rolled out full toy category concessions across six pilot locations for British Garden Centres, TGJones and Hobbycraft.
As a result, The Entertainer now has a presence in more than 3,000 locations across the UK.
Internationally, the business continued the reset of its franchise operations, focusing on prime malls across 18 countries while driving growth through concessions and wholesale partnerships. The UAE emerged as a key market, with The Entertainer launching its first toy category concessions through a new partnership with Carrefour. A rollout to more than 100 Carrefour stores is anticipated during 2026.
Andrew Murphy, group CEO of The Entertainer, said: “2025 has been a milestone year for The Entertainer. We’ve grown our UK retail sales by more than 20% for the second consecutive year while also advancing internationally through wholesale, concession and franchise channels.
“The business has delivered greater convenience for customers by investing in our purchase and delivery options and broadened our product range to appeal to an even wider audience, all whilst focusing on great quality toys at affordable prices.
He added: “With renewed colleague energy and commitment following our transfer over to an Employee-Owned Trust, The Entertainer is in a strong position to build on this growth as we head into 2026.”
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