Launching in October, the trial partnership will see The Entertainer open branded concessions in around 35 Tesco stores.

The UK’s largest independent toy retailer, The Entertainer, is partnering with Tesco to open branded concessions in around 35 Tesco stores across the country.

The trial partnership will offer Tesco customers the chance to shop The Entertainer’s large range of products from leading brands such as Barbie, Lego, Marvel and Paw Patrol, as well as its exclusive range of great value Addo toys and products from the award-winning early years toy specialist, Early Learning Centre.

The partnership between the leading toy retailer and the major UK supermarket will see a trial launch in October in around 35 stores across the UK. The Entertainer will retain full oversight of product range, pricing and merchandising across the stores, and will run free-of-charge and all-year-round events plus character visits for children of all ages. The full list of Tesco stores that are part of the rollout is set to be announced over the coming weeks.

Gary Grant, chairman and founder of The Entertainer, said: “We’re always looking for new and innovative ways to bring the wonder of The Entertainer to customers, so we’re very excited to announce this partnership with Tesco, which takes our products and experiences directly to families and children right in the heart of their local communities.”

Gary added: “The in-store collaboration will provide shoppers with the chance to shop our best-selling and affordable range of the latest toys and games, which will include products from Addo and Early Learning Centre, from more locations across the country than ever before. Our mission when we launched The Entertainer in 1981 was simple – to become the best-loved toyshop, one child, one community at a time – and we’re incredibly proud that this partnership will enable us to continue achieving this mission.”

Louise Goodland, head of Strategic Partnerships at Tesco, added: “We’re delighted to launch this trial with The Entertainer team, which is a leading experts in its field. We’re excited to work alongside the retailer and to bring a new offering to our customers.”

Founded in 1981 by husband and wife team Gary and Catherine Grant, The Entertainer has more than 170 stores across the UK, a further 32 internationally, plus franchise partners.

For more information on The Entertainer, please visit www.TheToyShop.com, and for further details on Tesco, head to www.tescoplc.com.