The Client

The Entertainer – Who are they?

The Entertainer is the largest independent toy retailer in the UK
Founded in 1981, there are now 130 stores in the UK and 6 internationally.

In 2012 The Entertainer were awarded Online Toy Retailer of the Year at the Toy Industry Awards, and it is this strength in the online market which aligns The Entertainer so closely with Merchmaker.

The Services

What services did Merchmaker provide the Entertainer
  1. Access to a digital library of licensed product for all of its licensed brands with the promise of adding to this portfolio of brands during the course of the partnership.
  2. Choice of a huge number of diverse products from our network of global suppliers who use best in class printing equipment & inks.
  3. Integration of our state of the art e-commerce platform, equipped with personalisation tools, called ‘Create Your Own’.
  4. Commission earned each product sold on the site.
  5. A new opportunity to launch new innovate new products quickly

The Entertainer is committed to contributing a significant amount of marketing support towards all the Merchmaker products on the ‘Create Your Own’ website.

When going live, the Create Your Own website had 375 product designs across 20 product types within apparel, accessories and homeware categories.

Why Merchmaker?

  • Merchmaker has provided the Entertainer with ready personalisation technology.
  • Merchmaker takes care of all the licensor relationships for CYO
  • Merchmaker directly deals with the suppliers, lifting this burden off the client


Speed to Market

Due to our on demand business model, Merchmaker can produce branded merchandise ready for sale at a much quicker rate than licensees that use the typical wholesale model.

A prime example of where Merchmaker has recognised a time-dependent sales opportunity is with the brand, JoJo Siwa. Nickelodeon signed the rights to JoJo Siwa in March 2017, and within a six week period of signing the contract with Nickelodeon, we could offer The Entertainer the largest range of personalised JoJo Siwa merchandise in the UK. In November 2017, we have just launched personalised JoJo Siwa advent calendars, which will make us the ONLY licensors to do so this year, as due to our business model we were able to create the product, obtain approval of the digital submission and tangible sample and launch on The Entertainer


The Entertainer noticed from their sales that Unicorns were incredibly popular design this year. As a consequence, they requested that we produce a personalisable Unicorn themed product range.


After extensive research into which designs and products were popular, we launched our Unicorn product range specially for The Entertainer within a three week time period.