The Entertainer taps THG Commerce for digital overhaul

The project will see THG Commerce design and power a next-generation web and mobile interface, focusing on personalized shopping journeys for families and collectors. By leveraging THG Ingenuity’s collaboration with Google Cloud, the new platform will feature AI-enabled search and conversational discovery tools. These capabilities are intended to simplify product navigation, helping customers find specific items amidst the retailer's massive inventory.

Beyond search, the partnership aims to bridge the gap between digital discovery and the high street. The roadmap includes an enhanced Click & Collect experience to connect the retailer’s nationwide store network more fluidly with its digital storefront. According to Malcolm Carter, Digital & Marketing Director at The Entertainer, the initiative is a strategic investment in the brand’s future, designed to make toy shopping more intuitive and joyful. Darren Rajanah, Chief Revenue Officer at THG Ingenuity, noted that the platform will also provide a foundation for future loyalty programs, retail media, and social commerce features.