A new partnership between The Entertainer & Asda is being tested in five of the supermarket’s stores from early in the new year. This will see the toy aisles in the trial locations being turned over to The Entertainer which will be responsible for all aspects of the product range, display, pricing and merchandising.
The move ties in with consumers’ reluctance to browse multiple stores and preference to shop in one place across multiple categories. Asda is also trialling a new partnership with Per-Scent, a branded fragrance distributor at its Stevenage store.
“The Entertainer are experts in toy sourcing and retailing so we are really excited to work with them and are confident their offer will prove very popular with customers, ” said Matt Harrison, Asda partnerships senior director. “We anticipate working with more great brands like The Entertainer and Fragrance Point in the coming months as we look to make our stores even better places to visit.”
The new arrangement follows successful trials with musicMagpie which will be extended to a further 31 stores.