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“There are plans to expand our toy offering significantly, the range will bring more exclusive brands to Superdrug and create an extensive family zone."

Superdrug details ‘significant expansion’ of baby and toddler toys

High street retailer, Superdrug has detailed its plans to significantly expand its toy offering from baby learn and play to toddler.

The store has told ToyNews that the new range will bring more exclusive toy brands to Superdrug stores across the UK s the retailer looks to create an extensive family zone.

The high street cosmetics, health and beauty retailer has also outlined it plans to become the retailer of choice for families by extending its entire baby and toddler offering as well as creating an online hub for parents, offering family advice from baby and healthcare experts.

As a result of the new focus, the retailer has increased its baby aisle in store and online, including ‘more brands and products than ever before.’

“There are plans to expand our toy offering significantly from baby learn-and-play to toddler,” Superdrug buying director, Simon Comins told ToyNews.

“The range will bring more exclusive brands to Superdrug and create an extensive family zone. We are committed to offering a great mix of affordable product for families and recognised an opportunity to support parents with the rising costs of bringing up baby.

“We are introducing an offer to Health and Beautycard members to receive ten per cent off baby shopping when they spend £5 or more on baby products, we want to ease the burden of the family shop.

“We have also increased our baby aisle in store and online including more brands and products than ever before.

“But we don’t want our offers to be limited to just baby, we want to be the retailer of choice for families. Not only are we offering more products and discounts, we have also created a new online hub offering parenting and family advice written by baby and healthcare experts to see parent through from pregnancy to pre-school.”

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