British high street toy retailer, The Entertainer, announces partnership with reliance brands in India


The Entertainer – a family-owned high street toy retailer in the UK, and Reliance Brands Limited (RBL) are pleased to announce that they have signed an exclusive long term agreement for the entry of The Entertainer in India. The master franchise agreement with RBL foresees the opening of The Entertainer stores in Mumbai in the first half of 2020 followed up by an intense store roll out plan.


The brand started in 1981 and is currently the largest family-owned chain of toy shops in the UK with a total of 172 stores. This partnership with Reliance Brands is part of The Entertainer’s strategy to tap into the booming Indian market. It will bring to the country a selection of action toys & figures, soft toys, art & craft sets, games & jigsaws, outdoor toys, collectible toy items and more, including their private label brand Addo.


Gary Grant, Co-Founder of The Entertainer said: “We’re delighted to announce our partnership with Reliance Brands Limited, bringing The Entertainer to India.  We believe that our community based stores, offering the very best brands and licenses at fantastic value price points, are a great fit for the market.  India is a key priority as we continue our international expansion and Reliance Brands are a highly professional and dedicated team with extensive retail knowledge and experience.  We’re looking forward to working with them and to bringing all the fun of The Entertainer to India.”


Kinjal Shah, Group Vice President of Reliance Brands Ltd said: “We are thrilled to be introducing The Entertainer to India. The Indian toy industry is growing at a healthy pace and is currently missing a retailer with a next door ‘community led’ shopping experience, a gap that The Entertainer can fill effortlessly along with their exceptional in-store experience and strong Omni channel strategy. Additionally, the unique proposition of The Entertainer will be their value price points across diverse multi-brand assortment, with a very strong private brand play.”



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