Supermarket giant Asda has teamed up with the UK's largest independent toy retailer The Entertainer to take over the toy selection at some of its stores.

The partnership will see The Entertainer, which has stores in Cheltenham and Gloucester, turn the toy aisles in five Asda stores into branded concessions. The chain will have full responsibility for merchandising, product range and pricing, as reported by Retail Gazette.

Asda said The Entertainer is expert in toy sourcing and retailing and it is confident its product range will prove popular with customers.

Asda introduced its strategy of bringing popular brands into stores began last year with jewellery and accessories retailer, Claire's. It has now extended to partnerships with Greggs, B&Q and musicMagpie, as well as The Entertainer and Fragrance Point.

The supermarket accelerated its in-store partnerships strategy following a shift in customer behaviour brought on by the Covid-19 pandemic, which has seen more shoppers aiming to complete multiple shopping missions in a single trip.

The Entertainer trial will take place in five Asda stores from February next year.