A report in The Mail on Sunday yesterday (November 5th) stated that Woolworths will cut a quarter off the price of big brand toys such as Barbie, Bratz, Action Man, Disney and Spider-man. The £7 million promotion will kick off with 25 per cent reductions on Lego, Barbie, branded board games and Leapfrog.
The family retailer recently entered the catalogue market with its Big Red Book, almost half of which is dedicated to toys.
"Toys is by far the biggest category and is the lead category, situated at the front of the book," marketing director Stephen Robertson told this month's issue of ToyNews in an exclusive interview.
Customer reaction to the book has been positive, according to the Mail on Sunday report, with top selling items including TMX Elmo.
Supermarket giant Asda fired the first shot in the Christmas price war at the end of October, slashing £2.2 million off the cost of 70 toys, while also freezing the price on a number of board games.