The Entertainer is partnering with the UK’s largest family-run garden centre group, British Garden Centres, to open branded toy concessions in stores across the country.

The partnership is part of The Entertainer’s rapidly expanding ‘Toy Box Retail Solution’ – which the retailer describes as a “B2B2C proposition”, giving retailers customised sourcing, ranging, wholesale and concession support, enabling them to provide toy ranges to their customers with choice and flexibility over their level of investment and operational involvement.

The Entertainer says its recent expansion and commitment to establishing and growing successful retail partnerships, mean it now has more than three times as many UK and Ireland locations as any other toy retailer.

Last year, the toy retailer expanded its partnership with Tesco to stock toys in more than 850 of the supermarket’s stores. It also has concessions in 140 Matalan stores.

The six-month trial across six stores will launch in October with The Entertainer managing product range, pricing and merchandising, and, if successful, it will roll out nationwide. Founded in 1990, British Garden Centres has 73 stores across the UK.

“We’re delighted and proud to add British Garden Centres to our growing community of ‘Toy Box’ retailers. Successful toy retailing is a specialist undertaking which requires a blend of commercial skill, industry expertise, financial discipline and scale.”

Andrew Murphy OBE, Chief Executive Officer, The Entertainer.

Charles Stubbs, Chief Executive Officer of British Garden Centres, added: “This partnership is a fantastic fit for us as we’re always looking to offer a wide range of products to our customers. By bringing The Entertainer’s amazing assortment of toys into a selection of our garden centres, we hope to make shopping even more fun for families.”

Last month, The Entertainer’s founder, Gary Grant announced that he was transferring 100% ownership of the family-owned business to an employee trust.