Following a successful trial which started in 35 stores from October 2022, The Entertainer has announced it will be rolling out its curated toy zones to all UK Tesco stores, and a number of larger stores in ROI.

Tesco and The Entertainer have announced they are extending their partnership to cover the entire Tesco UK business and the Republic of Ireland from March 2024.

Tesco customers will be able to shop The Entertainer’s outstanding range of much-loved brands such as Barbie, Nerf, L.O.L. and Paw Patrol, as well as its exclusive ranges; the great value Addo brand and Early Learning Centre – the award-winning early years toy specialist – in all large stores across the UK & ROI.

The announcement comes following a successful, year-long trial of The Entertainer in 35 of Tesco’s large stores and the positive response from customers.

As well as providing customers with the benefits of an extended range, they will also be able to earn Clubcard points on in-store purchases from the Entertainer and benefit from Clubcard Prices promotions on toy products.

In addition to extending its partnership with The Entertainer in the UK & ROI, Tesco is also entering into a supplier agreement with the toy retailer for its Central Europe stores. Both ROI and Central Europe are new markets for The Entertainer and represent a significant expansion of its business.

By bringing The Entertainer to Tesco stores, customers will be able to shop the very best range of toys, making it quick and easy to buy gifts and treats for children as part of the weekly shop.

Speaking about the announcement, Jan Marchant, managing director of Home and Clothing at Tesco, said: “We’re really excited to be bringing The Entertainer to Tesco stores across the UK & ROI 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.”

Andrew Murphy, Group CEO of The Entertainer, 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.”