The Good Toy Guide has chosen The Entertainer to be its online retail partner.
The official website - www.goodtoyguide.com - will be an independent advice site, giving parents and other consumers information about play and toys.
The Entertainer will be the default retail link from the site for anyone wanting a quick way of purchasing the toys highlighted there.
"Consumers are free to buy the products from anywhere they like, and we are certainly not a sales site, but this is a great way for us to make things easy for consumers and support the products that we feature on the site by providing a convenient retail link," said Amanda Gummer, director of The Good Toy Guide.
"The ethos of the companies we work with is very important to us. The Entertainer was a very natural retail partner as we seem to have similar values and both believe passionately in the value of play."
Rebecca Rees, marketing manager at The Entertainer, added: "We believe strongly in encouraging learning through play and helping parents make the right choices, so we fully support the work of Good Toy Guide and look forward to working with them further."
The Entertainer also selected a range of toys for the pilot testing phase which is already underway. The successful toys will be among the first products to be featured on the site when it goes live in September.
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