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The Entertainer Announce ITV Sponsorship To Support Christmas Campaign


The Entertainer, the fastest growing, family-owned high street toy retailer in the UK, will be sponsoring ITV’s BAFTA and NTA award winning lifestyle show This Morning in addition to Phillip Schofield’s How To Spend It Well as part of a multichannel Christmas campaign.

Celebrating ‘Little Festive Moments’, The Entertainer has invested over £1.5 million in a wider Christmas campaign, to champion those precious family moments ahead of the festive season. This includes the sponsorship and activation of the campaign across PR, social media and in-store marketing from the end of October.

Jason Spencer, Business Development Director, ITV said, “We are delighted to welcome The Entertainer as sponsor of ITV's flagship daytime show 'This Morning', and seasonal consumer offering 'How to Spend it Well at Christmas' this winter. The partnership between the brand and programmes at a key retail period is the perfect way to capture the nation's imagination across the festive season.”

Phil Geary, Chief Marketing Officer at The Entertainer adds, “Christmas is naturally a key time of the year for us. The sponsorship of these hugely popular TV programmes, which are loved by families across the UK, is a great opportunity for us to remain at the forefront of our customer minds, by reaching almost half of British parents as they prepare for the festive season. It’s also great to further strengthen the relationship we have with ITV following our CITV sponsorship.”

The investment into The Entertainer’s ‘Little Festive Moments’ campaign follows the recent announcement of its mid-year results which revealed a 25% increase in total sales with LFL store sales growth of 12% and, following the successful re-platform of TheToyShop.com, online sales trading 21% up on last year.

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For further press information and to book interview time with Gary Grant, please contact the press office on: [email protected]

About the Entertainer

The Entertainer was founded in 1981 in Amersham, Buckinghamshire by husband and wife team, Gary and Catherine Grant, who instilled the driving force and mission; to be the best-loved toyshop – one child, one community at a time. Today, it continues to be a privately-owned company and is renowned for being the largest independent toy retailer in the UK with a total of 145 stores.

As well as a strong High Street presence, The Entertainer has a successful website platform (TheToyShop.com) which offers a 30-minute click and collect service and has 22 million visits annually and growing. The Entertainer is also recognised for its charitable giving. Each year it tithes 10% of its net annual profit to charity, in addition employees are encouraged to donate directly through Payroll Giving. The Entertainer is also an active member of the Pennies scheme, the digital upgrade of the traditional charity box, which enables customers to donate a few pence to charity at the point of sale when paying by card. On average, this generates £5,000 of customer donations to Children’s hospitals each week. The Entertainer currently employs over 1200 staff across the stores and a further 160 in the Head Office in Amersham, Buckinghamshire.

The Entertainer was ranked 69th in the prestigious Sunday Times “100 Best Companies to work for” in 2018.