The Entertainer will be sponsoring ITV’s This Morning in addition to Phillip Schofield’s How To Spend It Well.

Celebrating Little Festive Moments, The Entertainer has invested over £1.5m in a wider Christmas multi-channel campaign, to champion those precious family moments ahead of the festive season. This includes the sponsorship and activation of the campaign across PR, social media and in-store marketing from the end of October.

Jason Spencer, business development director, ITV, commented, “We are delighted to welcome The Entertainer as sponsor of ITV’s flagship daytime show This Morning, and seasonal consumer offering How to Spend it Well at Christmas this winter. The partnership between the brand and programmes at a key retail period is the perfect way to capture the nation’s imagination across the festive season.”

Phil Geary, chief marketing officer at The Entertainer, added: “Christmas is naturally a key time of the year for us. The sponsorship of these hugely popular TV programmes, which are loved by families across the UK, is a great opportunity for us to remain at the forefront of our customer minds, by reaching almost half of British parents as they prepare for the festive season. It’s also great to further strengthen the relationship we have with ITV following our CITV sponsorship.”

The investment into The Entertainer’s Little Festive Moments campaign follows the recent announcement of its mid-year results which revealed a 25% increase in total sales with LFL store sales growth of 12% and, following the successful re-platform of TheToyShop.com, online sales trading 21% up on last year.