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.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.