Asda has taken a hatchet to its toy range, lopping the price of 40 games and assorted other lines as it lays the ground for a vicious Christmas price war.

Christmas in July 2007 has been confirmed for July 10th at  London’s prestigious Hellenic Centre in Marylebone.

The inaugural Christmas in July showcase has been moved to a bigger venue, following a hugely positive response from suppliers and the media.

Vivid is launching a new range of toddler Crayola products next spring ? Crayola Beginnings.

WIll it be TMX Elmo? Butterscotch? Dr Who? Could Bandai's latest Tamagotchi even take the biggest honour for a second year running? All will be revealed at the UK toy trade's premier evening event on Thursday January 25th.

Press preview event Christmas in July will return this year with a new venue and new branding.

Judging for the Toy Retailer of the Year awards has pared down the entrants to a list of 17 retailers who will go forward to the next stage, which will see them visited by a specialist mystery shopper firm which will compile a final verdict on their in-store offering.

Following the film’s record-breaking opening weekend at the box office, toy suppliers are reporting strong sales of Pirates of the Caribbean products with Vivid, in particular, extremely upbeat about the licence.