The Entertainer has agreed a deal with retail investment group Modella Capital, which will see a specially curated toy offer launch in its recently acquired TGJones (formerly WHSmith) and Hobbycraft stores.
Initially on a pilot basis, the Amersham-based toy retailer will execute ranging and merchandising of the toy offer in six Hobbycraft and six TGJones outlets.
TGJones has 464 high street stores and, as part of the pilot scheme, will offer a selection of The Entertainer’s toys and games from the end of October. The six pilot stores are Bluewater, Guildford, Epsom, Hitchin, Wimbourne, and Fleet.
Meanwhile, Hobbycraft, with 106 out-of-town stores, will step into the toy category for the first time as part of the pilot programme, with The Entertainer supporting the opening of toy sections this month in six stores: Glasgow Fort, Orpington, Stevenage, Chelmsford, Crawley, and Woking.
The partnership is part of The Entertainer’s expanding ‘Toy Box Retail Solution’ – a B2B2C proposition that provides retailers with customised sourcing, ranging, wholesale and concession support, enabling them to provide toy ranges with complete choice and flexibility over the retailer’s level of stock investment and operational involvement.
Andrew Murphy, Chief Executive of The Entertainer, said: “We’re thrilled to announce our new partnership with Modella Capital, and look forward to growing together across the UK through TGJones and Hobbycraft. The nature of our partnership, where we will be supporting the Modella team to execute their toy offer under a third-party toy retail brand, is further evidence of the versatility of the ‘Toy Box’ services we are uniquely able to offer all types of multi-category retailers across the world.”
Joe Price, MD of Modella Capital, added: “This agreement with The Entertainer is part of our strategy to broaden the ranges and categories that are on offer to customers who visit TGJones and Hobbycraft stores. The Entertainer, who we have long admired, has the expertise and ranges we need to help us ensure we delight our customers.”
NAM Implications:
- Being retail, why not ‘try it and see?’
- And if it works for TGJones…
- …it begs the question:
- How might it have worked for WHSmith High Street?
