UK toy retailer and LEGO vendor The Entertainer is moving into supermarket giant Asda.
The partnership is apparently a response to consumers changing their shopping habits amid the ongoing pandemic. According to a statement from Asda (h/t Jedi News), more and more people are attempting to complete shopping “missions” in a single trip.
The Entertainer is therefore trying to get its products in front of customers who may only be visiting supermarkets. On paper, it sounds like a shrewd move – but given Asda also stocks toys, it could pose a problem for deal-hungry LEGO fans.
That’s because the supermarket often has generous discounts on its LEGO stock. The Entertainer sometimes offers good deals too, but not as frequently, and the discounts usually aren’t as great. In this new scenario, Asda’s toy aisles will be completely taken over by The Entertainer.
The toy chain will have complete control of its product range, pricing and merchandising, so don’t expect it to match Asda’s discounts. And it also means there’s one less source for buying LEGO Harry Potter sets, because The Entertainer famously refuses to stock them, owing to owner Gary Grant’s religious beliefs.
This partnership will only be trialled in five stores from February 2021, so it’s not all doom and gloom. And if it helps another business to succeed in these troubled times, then you won’t hear us complaining.