The Entertainer is set to advertise on prime time TV alongside ITV’s flagship show Coronation Street.
The plan was revealed yesterday by the company’s marketing and e-commerce director Phil Geary.
The adverts will feature a ‘penny sale’ promotion, where customers buy one toy and get another for 1p, and a new 30 minute click and collect initiative.
The sale will apply to around 200 lines at the high street retailer’s stores and will run for one month.
The adverts will be seen on screens for the first time on Thursday and will feature alongside Coronation Street on Friday.
It will be supported by an online campaign, highlighting the click and collect scheme.
Mr Geary said: “The TV advert and all the high profile media activity will drive people to the tills.”