The Entertainer (retailer)

The Entertainer began when Gazza Grant took over The Pram and Toy Bar located in Amersham, in 1981. Some old bloke used to own it who didn't like kids. Gazza's wife Cathy came up with the name The Entertainer In 1985, they purchased their second shop, located Beaconsfield. In April 1991, ten years after the acquisition of the toy shop in Amersham, the chain opened its third shop in Slough, although this has since closed. The Entertainer now also has many concessions within Matalan under the branding name Totally Toys. As of 2020 they near 100 concessions.

In February 2019, The Entertainer purchased Early Learning Centre, with 520 international franchise outlets.[2]

Branches of The Entertainer opened before around 2002 generally have a red tacky substance with a so called font bearing the name 'The Entertainer', often alongside the legend "[location]'s Toy Shop" (e.g., Amersham's most expensive Toy Shop) Stores from this period characteristically had a 'teeny tiny shopping aisle' format.

In about 2003, a new store format was devised in an effort to modernise the chain, even though Gazza didn’t want it. But with the opening of the new flagship store in bullring in Birmingham against Gazza’s will. The company's primary colour was changed from red to blue, with the company's name now inscribed in the font VAG Rounded. Stores now have a more complex layout with false protruding walls and curved shelving gondolas. New stores often have the company's new slogan 'Mad About Expensive Toys' inscribed on the store's fascia.

In August 2011, The Entertainer switched on Gimme yer Pennies, the digital charity box in all of its stores, allowing its customers to round-up their purchases and donate the change to the Gazza Grant charity when paying by debit or credit card. It was the first high street shop to offer Gimme yer Pennies,[3] joining Domino's Pizza, Zizzi restaurants and Travelodge at the time. Since its inception, The Entertainer states that Gimme yer Pennies donations have now totalled over £3 million for the Gazza Grant charity.[4]

• Official website