The new partnership will create a ‘next-generation digital experience’, making discovering and buying toys easier and more personalised
The Entertainer has appointed THG Commerce as its new digital commerce partner, opening up new ways for customers to discover and shop for toys online and in-store using AI.
The multi-year partnership will see THG Commerce design, build and power The Entertainer’s next-generation digital experience, creating a more intuitive, inspiring and personalised journey for families, gift buyers and the growing number of adult toy and collectible enthusiasts.
THG Commerce will deploy AI-enabled shopping assistance, conversational discovery and intent-led search capabilities to help customers explore thousands of products and find the right choice more intuitively. These capabilities draw on the wider THG Ingenuity collaboration with Google Cloud, which harnesses Vertex AI Commerce Search and Gemini to develop next-generation AI-powered commerce services.
Alongside smarter search and discovery, the new experience will bring together richer content, curated product journeys and personalised recommendations to inspire customers throughout the purchasing journey. THG Commerce will deliver a new web and mobile experience, together with an enhanced Click & Collect journey designed to create a more seamless connection between digital discovery and The Entertainer’s nationwide store network.
The new platform is expected to launch in spring 2027 and has been designed to provide a foundation for future innovation, including future opportunities across loyalty, retail media and social commerce as The Entertainer continues to develop its omnichannel customer proposition.
Malcolm Carter, Digital & Marketing Director, The Entertainer, said: “Our ambition is to redefine the experience for anyone looking to discover and buy toys, whether they are shopping for their children, choosing a gift for someone else or buying for themselves.
“Toy shopping should be joyful and inspiring, but the sheet breadth of choice means customers increasingly need help navigating it,” he added. “We have a real opportunity to combine the expertise, trusted brands and passion for play people associate with The Entertainer with intelligent technology that helps customers find something they’ll love.
“Partnering with THG Commerce gives us the technology, capability and ambition to reimagine that experience across digital, stores and wherever our customers choose to shop in an increasing AI-centric landscape. This is an important investment in the next generation of The Entertainer and in how we serve our customers.”
