Price will be responsible for developing the toy retailer’s digital processes – increasing productivity and profitability across both online and in-store and in the supply chain.

She was previously IT and business transformation director at White Stuff and has held positions at TK Maxx, Ann Summers and Mars before joining The Entertainer.

Grant said: “This is one of the most significant hires the business has made in recent years, adding another team member to the board and comes at an important time.”