The Entertainer: An Introduction

It’s an exciting time at eXPD8 as we gear up to become the key field marketing partner for the iconic brand, The Entertainer. eXPD8 will support The Entertainer with all elements of in-store merchandising relating to the initial set-up and ongoing operation across the concession in Tesco stores, from March 2024 onwards.

As we embark on this exciting partnership, we’re taking the opportunity to get to know The Entertainer and the values that underpin their success.

Company Overview:

The Entertainer is the UK’s largest independent toy retailer, founded by husband-and-wife team Gary and Catherine Grant in 1981. Since its first shop in Amersham, Buckinghamshire, the retailer has expanded to over 160 stores across the UK. In their first year turnover was £35 thousand, today that figure is fast approaching £160 million.

The Entertainer brand falls under the parent company, the TEAL Group (The Entertainer Amersham Limited), alongside ELC (Early Learning Centre), Addo Play, and The Poly Team.

They are a privately owned family business and they do not trade or open their Office and Distribution Centres on Sundays so everyone can have a day of rest with their own friends and family.

They are also entrepreneurial and innovative, there’s always something new happening. Toy retailing is very competitive, and operates in a highly seasonal market. A large percentage of their toy sales are generated in the last eight weeks of the year when their entire focus is on Christmas.

Product Range:

The Entertainer offers a diverse selection of toys, games, and entertainment products for children of all ages. From classic toys to the latest trends, the company strives to provide a comprehensive range that caters to different interests and preferences. Tesco customers will soon be able to shop The Entertainer’s outstanding range of much-loved brands such as Barbie, Nerf, L.O.L. and Paw Patrol, as well as its exclusive ranges; the great value Addo brand and Early Learning Centre in all large stores across the UK & ROI.

Vision and Values

Their vision is – ‘every childhood filled with wonder”. It’s their guiding star and something they will always strive to achieve because children are at the heart of what they do. They believe that they have a chance to create memories that last a lifetime by being the best-loved toy shop!

The Entertainer’s mission is to be the best-loved toy shop – one child, one community at a time. What a great challenge! This is the driving force behind everything they do in their stores and in their support teams, at their Head Office and in their warehouse.

The Entertainer’s values are at the core of their business and every piece of work is driven by them. The Entertainer’s four values are:

Be Caring. Be Ambitious. Be Demanding. Live The Playground.

The Entertainer is a brand to be treasured and the new partnership with Tesco means that even more communities will be introduced to the great range of toys – which they can pick up with their weekly shop.


The planning for the roll-out in Tesco stores nationwide has already begun and you can read more about it here.

We’re looking forward to bringing our retail knowledge and expertise into play (pun intended!) as we support The Entertainer concession in Tesco and look forward to delighting Tesco customers with fully stocked, exciting-looking shelves full of adventure!