Toy retailer, The Entertainer, has announced it will introduce a selection of its key toy lines to over 2,000 Tesco Express stores, as it extends its partnership with the UK’s largest supermarket. This will see The Entertainer significantly grow its footprint, meaning it will have over three times as many UK&I locations as any other toy retailer.

Coming to 2,010 UK Tesco Express stores form April 2025, The Entertainer aims to offer “outstanding value toys” and “greater convenience” to Tesco customers.  As well as including seasonal lines at affordable price points, the range will also include some of The Entertainer’s most popular toys, including its three private label ranges, Hot Wheels, TY and Addo.

“We are thrilled to enlarge our successful partnership with Tesco by introducing our ranges to their convenience-format stores – putting even more of Tesco’s shoppers within easy reach of our outstanding toy offer,” Andrew Murphy OBE, Group CEO of The Entertainer, said.

This follows the installation of The Entertainer’s toy shop concessions across more than 850 Tesco supermarkets in October of last year, which created 1,200 jobs.

“One year-in, our collaboration with Tesco has delivered everything we’d hoped for,” Murphy added. “We look forward to building on these great foundations to further demonstrate the strength and versatility of our ‘Toy Box’ retail solution for multi-category retailers.”