Reliance Brands Ltd. (RBL) is bringing another famed UK toy store to India.

RBL inked an exclusive long-term master franchise agreement with The Entertainer, the fastest-growing, family-owned toy retailer in the UK. Under the deal, Reliance will open The Entertainer stores in Mumbai within the first half of this year with an “aggressive store rollout plan” to follow.

“We’re delighted to announce our partnership with Reliance Brands Ltd., bringing The Entertainer to India. We believe that our community-based stores, offering the very best brands and licenses at fantastic value price points, are a great fit for the market,” says Gary Grant, co-founder of The Entertainer. “India is a key priority as we continue our international expansion and Reliance Brands are a highly professional and dedicated team with extensive retail knowledge and experience.”

Kinjal Shah, group vice president of RBL notes that, “The Indian toy industry is growing at a healthy pace and is currently missing a retailer with a next door ‘community-led’ shopping experience, a gap that The Entertainer can fill effortlessly.”

Last year, RBL purchased Hamleys, the iconic UK retailer with a presence in 18 countries. Prior to the acquisition, RBL held the master franchise license for the retailer in India, operating 88 stores in 29 cities. The company is also eyeing an expansion into the U.S.