The Entertainer saw Christmas sales increase

Toy retailer The Entertainer has seen sales increase by 22.4% in December.

In the five weeks leading up to December 29, The Entertainer saw a 13.5% increase in like for like sales, with total sales increasing by 22.4%. With the closure of Toys R Us, The Entertainer and Smyths are the only two chains of toy stores in the UK.

Christmas crazes included LOL Surprise!, with LEGO products also showing promising sales during the gift-buying season.

Online sales significantly improved, with a 50% increase since the retailer’s website was re-vamped last year. “I am delighted with our performance over the peak trading period,” Executive Chairman, Gary Grant told Toy News.

“It caps a tremendous year of growth which has included the opening of 18 new stores for The Entertainer, expansion in our partnership with Matalan, further expansion of our franchise operation into three new territories and the acquisition of the Spanish toy retailer, Poly, comprising 57 stores.”

The Entertainer is stocking the new January range of LEGO sets. Due to strongly held beliefs by the owning family, the chain does not stock Harry Potter products.

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