The Entertainer partners with Modella Capital to bring curated toy range to TGJones and Hobbycraft stores across the UK

Britain’s toy shop, The Entertainer, is launching a new partnership with leading retail investors, Modella Capital, which will see a specially curated toy offer launch in their TGJones and Hobbycraft stores.

The new partnership is the latest extension to The Entertainer’s fast-growing, B2B2C service, the ‘Toy Box Retail Solution’.

Initially on a pilot basis, the Amersham-based toy retailer will execute ranging & merchandising of the toy offer in six Hobbycraft & six TGJones stores.

TGJones, formerly WHSmith, has 464 UK stores and, as part of the pilot scheme, will welcome a selection of The Entertainer’s great-value toys and games from the end of October. The six pilot stores are: Bluewater, Cardiff, Epsom, Hitchin, Wimbourne and Fleet.

The Entertainer will work behind the scenes on TGJones’ toy offer to help the chain select and tailor product ranges, manage merchandising and shape the in-store experience for customers.

Hobbies and crafts superstore Hobbycraft, with 106 out-of-town stores across the UK, is also stepping into the toy category as part of the pilot programme, with The Entertainer supporting the opening of toy sections, from the end of October, in six stores: Glasgow Fort, Orpington, Stevenage, Chelmsford, Crawley and Woking.

Hobbycraft customers will be able to shop a wide range of The Entertainer’s products from popular brands such as LEGO, Paw Patrol, Barbie, Disney and Squishmallows, as well as its exclusive range of great value Addo toys and products from award-winning early years toy specialist, Early Learning Centre.

The partnership is part of The Entertainer’s expanding ‘Toy Box Retail Solution’ – a unique B2B2C proposition that provides retailers with customised sourcing, ranging, wholesale and concession support, enabling them to provide compelling toy ranges to their customers with complete choice and flexibility over the retailer’s level of stock investment and operational involvement.

Andrew Murphy OBE, Chief Executive Officer of The Entertainer, said: “We’re thrilled to announce our new partnership with Modella Capital, and look forward to growing together across the UK through TGJones and Hobbycraft. The nature of our partnership, where we will be supporting the Modella team to execute their toy offer under a third-party toy retail brand, is further evidence of the versatility of the ‘Toy Box’ services we are uniquely able to offer all types of multi-category retailers across the world.”

Joe Price, MD of Modella Capital, said: “This agreement with The Entertainer is part of our strategy to broaden the ranges and categories that are on offer to customers who visit TGJones and Hobbycraft stores. The Entertainer, who we have long admired, has the expertise and ranges we need to help us ensure we delight our customers.”

Sean Toal, Chief Executive Officer of TGJones, said: “This new and exciting partnership with The Entertainer allows us to grow our existing range of toys in TGJones stores. Our customers already love our toy range and I’m sure this partnership will continue to grow the category at TGJones.”

Alex Willson, Chief Executive Officer of Hobbycraft, said: “Working with The Entertainer allows us to bring customers something new and engaging, while staying true to our focus on inspiring creativity and delivering memorable experiences. The launch of a toy section in selected locations expands our offer in an exciting way, giving families more reasons to visit, shop, and enjoy a wider range of products designed to spark imagination across all ages.”