About The Entertainer
The Entertainer is an international business on a mission to be the best-loved toyshop.
With stores across the UK and globally, the company is committed to building a workplace and customer experience that is fun, inclusive, and accessible for everyone.
We spoke with Mike Metcalfe-Shaw, Learning and Development Specialist, about The Entertainer’s work with Victoria to create a company-wide sign language awareness video and training resource.
The Entertainer wanted to create an engaging, educational video to improve Deaf awareness and sign language confidence across the business.
The initiative was inspired by one of their store managers, Pete, who is profoundly Deaf. The goal was not just to support Pete, but also to give all colleagues the skills and confidence to communicate inclusively with Deaf employees, customers, and contractors.
“It was about building confidence and giving them the basic tools to enable them to talk to customers or to Deaf colleagues in a very inclusive way, and to offer anybody that shops with us the same level of experience.”
— Mike Metcalfe-Shaw, Learning and Development Specialist, The Entertainer
Victoria and her team worked closely with The Entertainer to design and produce a short, professional video that introduced colleagues to basic British Sign Language (BSL) and key communication principles.
The filming took place in the Kingston store, with Pete playing an active role in shaping and appearing in the content. Victoria created the script, oversaw production, and ensured that both the learning objectives and the inclusion goals were met.
“Then Victoria went away and created a script. And I remember when the director and the camera crew came down, they had everything all ready. Brilliant day. It was a really smooth process. Victoria understood what we needed, our requirements. They built on what we needed.”
— Mike Metcalfe-Shaw
By involving Pete and centering authentic lived experience, the project helped both the team and the wider business understand that small communication changes can make a big difference.
“It felt like everybody that was there understood what we needed. We understood what they could offer, and it just aligned. It just worked really, really well.”
— Mike Metcalfe-Shaw
“It’s been bigger than we thought it would be. It just highlighted that a lot of people want to learn that skill, and I think the video that they watch has given them the spark to really go and do it.”
— Mike Metcalfe-Shaw
“It’s made us more aware that we need to be thinking about everybody. It’s really helped everyone, and it’s been quite exciting to see how many people want to learn more.”
— Mike Metcalfe-Shaw
The initiative has become a cornerstone of The Entertainer’s inclusion strategy, with lasting impact across the organisation.
“The day was well structured, but it was still fun, and it was a great day. Everyone enjoyed themselves. It was very well managed, very well structured. The team, the director, and the camera crew were so professional and knew what they were doing. Victoria was great. If you want a professional company to get involved that will listen to you and support you, then yes, absolutely.”
— Mike Metcalfe-Shaw, Learning and Development Specialist, The Entertainer
“Pete felt very included. He felt seen. He felt like the business and Victoria were helping him not only support him, but support everybody that’s going to come into contact with him to understand just how you need to make certain changes — and it doesn’t need to be a big thing or a big deal.”
— Mike Metcalfe-Shaw
“It was a really great day. And Victoria’s book – the first book that she launched – I’ve got a copy and my whole team has got a copy. We promote that book to anybody that says, ‘I want to learn a bit more’ or ‘I want to educate myself on it.’”
— Mike Metcalfe-Shaw
“We wanted not only to support Pete, but to support our employees that would be working with him. And then also how our employees can support our customers more, our contractors, anybody that is either profoundly Deaf or uses sign language or lip reads.”
— Mike Metcalfe-Shaw
Want Similar Results?
Book a free consultation call to discuss how we can help your organisation.