The Entertainer Toy Collection for Asda | Source: Asda

UK grocer Asda opened prototype toy departments at five of its stores this week as part of a “test and learn” partnership with The Entertainer.

The partnership — first revealed in October — brings The Entertainer-branded toy departments to Asda stores in Darlston, Pudsey, Roehamption, Watford, and Wolverhampton. The new store-within-a-store concepts reimagine what a grocery store toy department can be with a curated selection of toys and games from major makers, including Hasbro, LEGO, Mattel, WowWee, ZURU, and others. Additionally, each department has a selection of toys from The Entertainer’s Addo Play house brand.

The Entertainer Toy Collection for Asda | Source: Asda/The Toy Book

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Colorful signage, fixturing, and floor decals guide shoppers through brand showcases from PAW Patrol, Barbie, Hot Wheels, Disney, and more.

As part of the deal, The Entertainer is responsible for curating the assortment, setting pricing, handling merchandising, and staffing each department.

Additional “test and learn” retail partnerships at Asda include collaborations with Claire’s, Greggs, B&Q, musicMagpie, and Fragrance Point.