Britain’s biggest toy shop chain launches loyalty programme TODAY with 20% off in store

THE UK’s largest toy retailer is launching its first ever loyalty scheme today. Customers who sign up can also save on toys promoted in the firm’s Christmas campaigns. There will also be 20% off in-store or 10% off online during the customer’s birthday month Credit: Times Media Ltd The Entertainer has announced the launch of its loyalty programme, The Entertainer Rewards. Shoppers who sign up to the sheme at the firm’s website will receive a 10% discount on their first online order. Sign up for the Money newsletter Thank you! There will also be 20% off in-store or 10% off online during the customer’s birthday month. Shoppers who sign up will also receive early access to selected seasonal toy sales, Black Friday promotions and Christmas campaigns, plus exclusive member offers. The programme forms part of The Entertainer’s wider strategy to strengthen customer relationships and provide greater value to its growing shopper base. Malcolm Carter, digital & marketing director at The Entertainer, said: “Our new The Entertainer Rewards programme is an important step in strengthening how we engage with our customers. “By rewarding loyalty with meaningful benefits, exclusive offers and early access to key events, we’re creating even more reasons for customers to shop with us across both our stores and online. “With further exciting enhancements planned for 2027, The Entertainer Rewards scheme marks just the first step in our ongoing investment in the business, and we’re sure customers are going to value being a part of the fun.” Most read in Money The move comes after The Entertainer announced a series of closures in 2025. Any new member who joins in-store before September 9 can use their 10% welcome discount at the till on the day. Comment now