The Entertainer takes over Debenhams toy departments

It’s not just Asda getting input from The Entertainer, with the toy chain now in charge of Debenhams toy departments too.

The UK’s department store chain, Debenhams, has handed control of the toy department to the high street toy retailer The Entertainer. This follows Debenhams briefly doing away with toy sections, laying off the buyers responsible for choosing the range.

Toy World reports that the Entertainer is responsible for choosing the range for physical stores and the Debenhams online shop. It comes shortly after the announcement that The Entertainer will take over toy sections in Asda, becoming a store-within-a-store. The difference is that the company’s branding will not appear in Debenhams.

Ahead of Christmas, 15 toy departments are being added into Debenhams stores each week. The plan is for 80 toy sections to be open by the end of October. LEGO is one of the brands included in the newly open toy departments.

While coronavirus has significantly impacted shopping habits, accelerating the growth of online shopping, the move demonstrates that retailers are not ready to give up on physical stores yet.

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Graham was the Editor up until November 2020. He has plenty of experience working on LEGO related projects. He has contributed to various websites and publications on topics including niche hobbies, the toy industry and education. Follw Graham on Twitter @grahamh100.

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