Joint Ventures in Action | Tesco and Toys

The UK's largest supermarket retailer Tesco has announced a deal with the UK's largest toy retailer.

Toyworld Magazine report here on an agreement between The Entertainer and Tesco to open concession stores in over 30 of Tesco's largest supermarkets.

Tesco have sold toys for many years as part of its non-food offering, however this looks like a greater commitment to dedicate store selling space to toys.

Competitor Sainsbury's already has a strong toys range by operating Argos outlets within its stores.

The October - December period is the crucial period for selling toys. So the agreement starts with a trial launch in 35 Tesco locations.

The Entertainer will control which items in its product range are offer, toy pricing and merchandising across the stores, and will run free-of-charge and all-year-round events plus character visits for children of all ages.