RENOWNED toy shop, The Entertainer, has opened a new concession within Tesco in Redditch.

The Entertainer, which announced a trial partnership with Tesco last month, has unveiled branded concessions at 35 Tesco stores across the country.

As part of the trial, The Entertainer will also be running free-of-charge and all-year-round events and character visits for children of all ages.  

Gary Grant, managing director and founder of The Entertainer, said: “We’re always looking for new and innovative ways to bring the wonder of The Entertainer to customers, so we’re delighted to open a branded concession at Redditch-based Tesco, which will take our products and experiences directly to families and children right in the heart of their local community. 

“Through this local store, our aim is to provide Tesco shoppers with the chance to shop our best-selling and affordable range of the latest toys and games, which will include products from Addo and Early Learning Centre.”

The toy shop stocks brands such as Barbie, LEGO, Marvel and Paw Patrol and products from early years toy specialist, Early Learning Centre. 

Louise Goodland, head of strategic partnerships at Tesco, added: “We’re delighted that our Redditch store is part of our exciting trial partnership with The Entertainer, and one of the 35 locations across the country to have a branded concession open in-store.

“The Entertainer are leading experts in their field, so we’re excited to work alongside them and share their offer with our Redditch customers.”