Toy retailer The Entertainer has appointed THG Commerce, part of THG Ingenuity, as its new digital commerce partner.
The multi-year partnership will see THG Commerce design, build and power The Entertainer’s next-generation digital experience, creating a more intuitive, inspiring and personalised journey for families, gift buyers and the growing number of adult toy and collectible enthusiasts.
The investment is a further step in The Entertainer’s journey to build a world-class omnichannel customer experience, combining the expertise, curation and sense of discovery customers value in its stores with the convenience and personalisation of modern digital retail. The new platform is expected to launch in Spring 2027.
Malcolm Carter, Digital & Marketing Director, The Entertainer, said: “Our ambition is to redefine the experience for anyone looking to discover and buy toys, whether they are shopping for their children, choosing a gift for someone else or buying for themselves. Toy shopping should be joyful and inspiring, but the sheet breadth of choice means customers increasingly need help navigating it. We have a real opportunity to combine the expertise, trusted brands and passion for play people associate with The Entertainer with intelligent technology that helps customers find something they’ll love. Partnering with THG Commerce gives us the technology, capability and ambition to reimagine that experience across digital, stores and wherever our customers choose to shop in an increasing AI-centric landscape. This is an important investment in the next generation of The Entertainer and in how we serve our customers.”
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