World leading battery brand shows strong growth in the toy market 

World-leading battery manufacturer GP Batteries (UK) Ltd is pleased to announce that it has secured two exclusive contracts with The Entertainer and Mothercare; further strengthening its brand position in the toy market.

One of the top five manufacturers worldwide, GP Batteries is a supplier of primary and rechargeable batteries, producing over four billion batteries a year.

GP’s agreement with The Entertainer will see the toy retailer giant continue to exclusively stock GP’s alkaline battery range until the end of 2019, while Mothercare will, for the first time exclusively stock GP’s alkaline battery products, as well as family packs of its eco-friendly rechargeable Recyko+ battery. Both retailers will stock GP Batteries in their UK and international stores.

GP Batteries beat Duracell and Phillips in tenders for the exclusive battery contracts, offering the toy retailers valuable support by heavily investing in in-store branding and new POS in order to reinvigorate the consumer battery shopping experience.

With over 50 years of experience in manufacturing batteries and developing battering technology, GP offers a unique proposition for retailers. It is one of the few battery brands that manufactures and sells all types of batteries, making it a one-stop-shop for retailers. GP’s batteries also offer top performance at an affordable price, giving both retailers and their customers unbeatable value for money.

John Driscoll, Chief Commercial Officer for The Entertainer, said: “The Entertainer has formed a strong partnership with GP Batteries over a number of years and we are delighted to be extending this partnership.   The two businesses are aligned in every aspect of the partnership, from creating great in-store POS and display solutions through to detailed forecasting and planning.  Most importantly though, the partnership culminates in a proposition for The Entertainer’s customers which complements our toy ranges, whilst offering quality, convenience and great value for money to our customers.”

Marketing Manager for GP Batteries UK, James Tuck said: “Historically we have had a strong relationship with The Entertainer, so having them sign up again and continue to invest in our product and brand is great to see as it proves the value of our offering over other household battery brands, including strong retail support with selling batteries, as well as premium products without the premium price tag!

“We’re very pleased to bring Mothercare on board for the first time. The company is looking to make their stores a destination experience, where parents can come together and enjoy their time spent in store rather than just a place they come to shop. The support we give our retail partners really lends itself to this objective. Unlike many other battery brands we invest in making the shopper’s battery purchasing experience informative, cost-effective and most of all, easy! We look forward to further developing this relationship.”

For more information about the GP Batteries range visit:

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