Toy market news

Asda x The Entertainer open collaborative toy shops in the UK


UK grocer Asda opened prototype toy departments at five of its stores last week as part of a “test and learn” partnership with The Entertainer.

The partnership - first revealed in October - brings The Entertainer-branded toy departments to Asda stores in Darlston, Pudsey, Roehamption, Watford, and Wolverhampton. The new store-within-a-store concepts reimagine what a grocery store toy department can be with a curated selection of toys and games from major makers, including Hasbro, LEGO, Mattel, WowWee, ZURU, and others. Additionally, each department has a selection of toys from The Entertainer’s Addo Play house brand.

As part of the deal, The Entertainer is responsible for curating the assortment, setting pricing, handling merchandising, and staffing each department.

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