Asda partners with toy specialist The Entertainer

Asda has expanded its ‘test and learn’ partnerships strategy by joining forces with The Entertainer, the UK’s largest independent toy retailer.

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 leading brands such as Lego, L.O.L, Paw Patrol and Disney, as well as their exclusive range of great value Addo toys.

Founded in 1981, The Entertainer has more than 170 UK stores and a further 300 internationally. The Asda partnership will launch early next year as a five-store trial, with The Entertainer having full responsibility for product range, pricing and merchandising in these stores.

Asda has also announced the expansion of its trial partnership with musicMagpie and a new partnership with Per-Scent, the branded fragrance distributor. The musicMagpie partnership, launched as a five-store trial last month, will be expanded to a further 31 stores after proving highly popular. Customers can purchase a range of used DVDs priced £1 and £2 in store alongside Asda’s current entertainment offer.

The new partnership with Per-Scent, using the exclusive Fragrance Point brand, will initially launch at the Stevenage store, where customers can use a digital pod to order from a range of more than 300 branded fragrance lines for home delivery or collection in store via Asda’s toyou service. Later this month, the full Fragrance Point range will be available to purchase on

Asda’s strategy of bringing complimentary 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 following a shift in customer behaviour brought on by the pandemic, with an increasing number of shoppers looking to complete multiple shopping ‘missions’ on a single trip.

Matt Harrison, Asda’s Senior Director of Corporate Strategy and Partnerships, said: “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.”

Gary Grant, Founder & Executive Chairman of The Entertainer, said “We are delighted to be partnering with Asda to bring the wonder of The Entertainer to their customers. The trial in 5 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.”


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