Grocer believes new Nutmeg Kid's line will 'draw more customers into stores' and drive toy sales.

Morrisons toys to benefit from new clothing label

Supermarket Morrisons expects toy sales to continue to rise, thanks to the new Nutmeg kids’ clothing line.

The grocer believes the range will draw more customers into stores, who will also pick up toys.

“The launch of Nutmeg makes this an exciting time for Morrisons’ customers,” toy buyer Marc Dean explained to ToyNews.

“As the kids clothing range should appeal to younger families, we in toys stand to benefit from the increased footfall.

“We had a fantastic Q4, and this trend carried on into Q1. With virtually no Christmas toys carried over to markdown, we have traded very profitably.

“A good start to sales of outdoor toys is key to trading well in this period, and really takes pressure off our sell through targets.”

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