Tesco axes aisle from hundreds of stores after teaming up with big brand

Tesco is making a big change to hundreds of stores following an expansion of its partnership with toy retailer The Entertainer. The retailer announced earlier this year that it was rolling out its toy zones to all large stores in the UK and ROI.

It followed a successful year-long trial of The Entertainer aisles in 35 stores, which received a positive response from customers.

Now products from the toy company are starting to appear in more supermarkets, meaning customers can benefit from a wider range of toys, as well as being able to earn Clubcard points on their purchases and benefit from Clubcard promotions.

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The Entertainer’s much-loved brands include Barbie, Nerf, L.O.L. and Paw Patrol, as well as its exclusive ranges; the great value Addo brand and Early Learning Centre – the award-winning early years toy specialist.

Once the roll-out is complete, Tesco's own branded toy aisles will be axed, with only The Entertainer's products sold.

Speaking about the announcement, Jan Marchant, managing director of Home and Clothing at Tesco, said: “We’re really excited to be bringing The Entertainer to Tesco stores across the UK & ROI and introducing our customers in Central Europe to the brand. Our initial trial was really popular with customers and we look forward to introducing even more customers to the great range of toys from The Entertainer – making it easier for customers to pick up a gift for their little ones in store.”

Andrew Murphy, Group CEO of The Entertainer, added: “After a successful trial, we’re excited to be bringing The Entertainer’s fabulous range and market-leading value to even more communities across the country, and to be doing so with the UK’s most admired retail business.”

The Entertainer concessions are already open in a number of stores including Bolton Little Lever, Blackley Manchester and Manchester Express.

A list of stores where The Entertainer is set to open concessions is yet to be confirmed, but Tesco has confirmed it will affect 759 large stores in the UK and 94 large stores in ROI.