The Entertainer announces its biggest ever Santa’s Grotto for 2021

The UK’s fastest-growing, family-owned high street toy retailer, The Entertainer, has teamed up with Mattel to deliver its biggest ever Santa’s grotto experience this Christmas.

Groups will be invited to Santa’s grotto digitally and will be given a virtual tour of his North Pole home. This will include the kitchen where Mrs Claus will be busy preparing for Santa’s epic voyage, the workshop to say hello to the elves and the letter-sorting room, topped off with a face-to-face meeting with Santa himself in his own fabulously festive headquarters.

From late November, competition winners and children chosen by charity partners will have the opportunity to speak to Santa one on one, learn about his life in the North Pole and tell him what they hope to see under their Christmas tree this year.

The Entertainer and Mattel will help host over 90 groups at the North Pole this year. At least 45 of those groups will be part of the Salvation Army’s Enabled project, a group of nurseries that support children and their carers living with disabilities, as well as Salvation Army supported preschools, foster carers, and childminders.

Children will be invited to win a visit in store, through the Entertainer’s Letters to Santa initiative and online, which launched on the 14 October. Parents will be asked if they’d like the visit to be recorded, providing a seasonal memento to be treasured for years to come.

“Many of our customers missed out on a traditional Christmas with family and friends last year. ‘Making Memories this Christmas’ is our mission and we’re pulling out all the stops to make this Christmas truly unforgettable for our lucky competition winners and Salvation Army Nurseries and families,” says Geoff Sheffield, chief commercial and marketing officer at The Entertainer. “The Virtual VIP Meet & Greet with Santa is an experience we are delighted to be able to offer in partnership with Mattel. We can’t wait to welcome more groups than ever into Santa’s home and to help make their Christmas wishes come true.”

Eirian Jones, Head of Customer Marketing at Mattel, says: “We are thrilled to be partnering with the Entertainer again this year to bring families this magical experience. As part of our support we are also delighted to be donating to The Entertainer’s annual Toy Appeal with 131 toys worth £2,700 including favourites such as Barbie, Fisher Price and Thomas.”


About Tessa Clayton

A former Chief Sub of Red magazine, Tessa Clayton is the Digital Editor of and ToyNews. As a freelance journalist she specialised in writing about parenting and family life, and has contributed to a wide variety of publications and websites including Tesco online, Mother & Baby, Livingetc, Junior, Boots Health & Beauty, Practical Parenting and Get in touch at

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