The Entertainer delivers year of ‘significant’ growth

The Entertainer has delivered a year of “significant” growth both in the UK and internationally.

The toy retailer opened new ‘Gen5’ stores in Bluewater, Cambridge, Rushden Lakes, Aberdeen and Edinburgh and also launched its first outlet stores in Dalton Park, The O2 and Gunwharf Quays.

The Entertainer also accelerated the expansion of its ‘Toy-Box’ B2B2C business, adding 2,000 in-store concessions across Tesco Express locations in the UK.

In a further move, the retailer delivered the entire toy category in pilot stores for British Garden Centres, TG Jones and Hobbycraft, extending its concession and wholesale partnerships. By the end of the year, The Entertainer’s products were available in more than 3,000 locations nationwide.

Internationally, the business continued to reset its franchise operations, focusing on prime shopping malls across 18 countries, including the UAE. Growth has been driven through concessions and wholesale partnerships.

The Entertainer also launched its first toy category concessions in partnership with international grocery retailer Carrefour. A wider rollout to more than 100 Carrefour stores is expected during 2026.

Andrew Murphy OBE, group chief executive of The Entertainer, said: “2025 has been a milestone year for The Entertainer. We’ve grown our UK retail sales by more than 20% for the second consecutive year while also advancing internationally through wholesale, concession and franchise channels.

“The business has delivered greater convenience for customers by investing in our purchase and delivery options and broadened our product range to appeal to an even wider audience, all whilst focusing on great quality toys at affordable prices.

“With renewed colleague energy and commitment following our transfer over to an Employee-Owned Trust, The Entertainer is in a strong position to build on this growth as we head into 2026.”