The Entertainer partners with THG Commerce to launch AI-powered platform in spring 2027
The Entertainer has appointed THG Commerce to build a new digital platform featuring AI-powered shopping assistance, set to launch in spring 2027. The multi‑year partnership will draw on THG Ingenuity’s work with Google Cloud, using Vertex AI Commerce Search and Gemini to power conversational discovery and intent‑based search.
The overhaul includes a refreshed web and mobile storefront alongside an upgraded Click & Collect service intended to link online browsing with in‑store pickup. Personalised recommendations, richer editorial content and curated product journeys will be added to help parents, gift buyers and adult collectors navigate the retailer’s extensive toy range. Further phases will expand the platform into loyalty programmes, retail media and social commerce, building on the initial AI search and discovery tools. The Entertainer aims to combine its toy expertise and brand portfolio with AI tools that simplify product discovery for shoppers.
“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,” Malcolm Carter, Digital & Marketing Director, The Entertainer said.
“The Entertainer get AI-enabled shopping assistance and CRM-integrated enhanced personalisation at launch, then a roadmap into loyalty, retail media and social commerce, backed by our wider THG Studios capabilities, which can bring a new range to life on site quickly,” Darren Rajanah, Chief Revenue Officer, THG Ingenuity said.
Earlier this year, fast-fashion retailer Shein teamed up with THG Fulfil, another arm of THG Ingenuity, to introduce fulfilment and logistics support for sellers on its UK marketplace.
What we know
Launch date spring 2027
THG Commerce appointed to build and operate new platform under multi-year partnership
Technology draws on THG Ingenuity’s work with Google Cloud, including Vertex AI Commerce Search and Gemini
New web and mobile experiences plus upgraded Click & Collect journey
Further developments across loyalty, retail media and social commerce planned longer term