UK supermarket chain Asda has established exclusive partnership with independent toy retailer The Entertainer. 

The move expands its new in-store and convenience concepts in-store ‘test and learn’. 

As part of the this, The Entertainer will transform toy categories in five Asda stores into branded concessions. 

The company will offer products from brands, such as Lego, LOL, Paw Patrol and Disney, as well as their exclusive range of Addo toys. 

The Entertainer founder and executive chairman Gary Grant said: “We are delighted to be partnering with Asda to bring the wonder of The Entertainer to their customers.  

“The trial in five stores from February 2021 will give customers the opportunity to shop our range of the latest toys and games, including our great value exclusive range from Addo, wherever is most convenient to them.” 

Additionally, Asda expanded its trial partnership with musicMagpie.  

Last month, the musicMagpie partnership launched the trial at five-store with plans for additional 31 stores. 

A new partnership with branded fragrance distributor Per-Scent will see the company initially launch the trial using the exclusive Fragrance Point brand at the Stevenage store. 

Asda corporate strategy and partnership senior director Matt Harrison said: “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.” 

Last month, Walmart offered to sell majority stake in UK supermarket giant Asda with Euro Garages Group being named as the current preferred bidders.