The Entertainer: Supporting the brand journey of Britain’s favourite toy shop
As a specialist retail PR agency, we've worked with The Entertainer since 2022, delivering creative consumer PR campaigns and activations to position the much-loved brand as the UK's ultimate toy shop.
As the UK’s largest toy shop chain, The Entertainer is home to some of the most popular and well-loved toys - from Barbie and Bluey to Paw Patrol and Pokémon. Our retained activity generates quality editorial coverage all year round, attracting footfall to the stores as they create a world of fun, imagination, and adventure - all whilst making a meaningful difference to staff, customers and communities.
National PR campaigns driving footfall and sales across the UK
Throughout 2025, our consumer PR campaigns generated widespread coverage across the national media, in a year that was filled with exciting announcements.
From launching new partnerships and sharing major business updates to celebrating store openings and key deals and promotions, we maximised company news stories to secure consistent, high quality press opportunities.
2025 marked an important milestone for The Entertainer as, after 44 years at the helm, the business’ founders, Gary and Catherine Grant, transferred 100% of their holdings into an Employee Ownership Trust, meaning that staff have a say on how the business is run and can share in its success as a community.
We supported this major news announcement with reactive media relations and our ‘always on’ press office function. By leveraging our strong media connections, we secured strong media opportunities, including a prime-time slot on BBC’s The One Show, featuring on-site interviews with staff from The Entertainer’s Bluewater store in Kent.
As the business marked this exciting new chapter, it also continued to build an impressive roster of new partnerships – including with Deliveroo, Modella Capital, and British Garden Centres – which we announced with tailored press releases to target media titles.
Alongside this, we celebrated new store openings across the UK and highlighted the brand’s newest products and promotions, with a strong focus on driving footfall and sales. Together, this activity played a key role in boosting brand visibility during Q4, which marks The Entertainer’s busiest time of the year as the retail world gets set for the festive season.
Press office results: stand-out coverage for 2025
In a milestone year for the brand, our strategic retail PR programme and dedicated press office function resulted in stand-out results and a whopping 44% increase in coverage compared to 2024. We secured a total of 1,763 pieces of coverage, including 345 broadcast features, with a combined reach of 13billion.
Notable pieces included a major charitable donation filmed in partnership with ITV’s This Morning, which aired on Christmas Eve, plus in-depth news stories, features and product roundups in top-tier media outlets including The Mirror, The Sun, The Independent, The Standard, Retail Gazette, Retail Times, Birmingham Live, and Manchester Evening News.
As we kick off PR activity for 2026, we look forward to sharing The Entertainer’s unique brand story, unrivalled product offering, and unforgettable in-store experiences with toy enthusiasts of all ages – from tiny tots to big kids!
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