The Entertainer announces biggest ever Santa’s Grotto

Published on: 28th October 2021

The toy retailer has again teamed up with Mattel to deliver a virtual Santa’s grotto experience this Christmas.

Following the success of last year’s virtual experience, born of necessity, The Entertainer received feedback that this format was much preferred by families compared to meeting in person. Therefore, it has once again partnered with Mattel to bring Christmas cheer to families and nurseries across the UK with this year’s Santa’s grotto.

Groups will be invited to Santa’s grotto digitally and will be given a virtual tour of his North Pole home. This will include the kitchen, where Mrs Claus will be busy preparing for Mr Claus’ epic voyage; the workshop to say hello to the elves and the letter-sorting room. The tour will be topped off with a face-to-face meeting with Santa himself in his own supersized, spectacular and fabulously festive headquarters.

From late November, lucky competition winners and children chosen by charity partners will have the opportunity to speak to Santa one-on-one, learn about his life in the North Pole and tell him what they hope to see under their Christmas tree this year. With Covid wreaking havoc on last year’s plans, many parents are eager to restore the wonder of the season for their children in 2021.

The Entertainer and Mattel will help host over 90 groups to the North Pole this year. At least 45 of those groups will be part of the Salvation Army’s Enabled project, a group of nurseries which support children and their carers living with disabilities as well as Salvation Army supported preschools, foster carers and childminders.

Children will be invited to win a visit in store, through The Entertainer’s Letters to Santa initiative, and online. Parents will be asked if they’d like the visit to be recorded, providing a seasonal memento to be treasured for years to come.

Geoff Sheffield, chief commercial and marketing officer at The Entertainer, commnented: “Many of our customers missed out on a traditional Christmas with family and friends last year. ‘Making Memories this Christmas’ is our mission and we’re pulling out all the stops to make this Christmas truly unforgettable for our lucky competition winners and Salvation Army Nurseries and families. The Virtual VIP Meet & Greet with Santa is an experience we are delighted to be able to offer in partnership with Mattel. We can’t wait to welcome more groups than ever into Santa’s home and to help make their Christmas wishes come true.”

Eirian Jones, head of Customer Marketing at Mattel, added: “We are thrilled to be partnering with the Entertainer again this year to bring families this magical experience. As part of our support we are also delighted to be donating to The Entertainer’s annual Toy Appeal with 131 toys worth £2700, including favourites such as Barbie, Fisher Price and Thomas.”


For more information about The Entertainer, please visit


Smyths Toys acquires PicWic Toys

Full steam ahead for Toynamics’ Hape railway campaign

Golden Bear reports exceptional sales for Curlimals range

Exclusive: Talking Shop

Exclusive: Focus on Tech Toys & Gadgets

Trends UK celebrates 20th Anniversary at British Grand Prix

Tonies launches George adventures for Peppa Pig fans

Sainsbury’s reports substantial drop in Argos sales

Bluey to launch second series on CBeebies and BBC iPlayer

Exclusive: Schleich unveils new global brand strategy