Argos is looking to broaden the scope of its Chad Valley own brand range, which it acquired from Woolworths.
The brand has for a long time been known as a budget toy line, but the Argos team is looking to expand the range and enable it to incorporate higher price points.
To this end, the firm has been hoping to source some product at its recent inventors and suppliers’ open day in Milton Keynes.
Trading director Jamie Heese told ToyNews: “Chad Valley has surpassed expectations. It’s the number one toy brand in Argos already, which is surprising because it got there a lot quicker than we expected. It’s our view that we could take it into more product categories.
“The customer reaction to the brand has been strong and if you look at some of the online customer reviews, they have been very complimentary about it. We had ambitious targets for it and it has stepped up significantly.”
Own-brand has been a key part of the Argos strategy across a number of areas, which has led to it purchasing several well-known brands such as Schreiber, Hygena, Bush and Alba.
“It’s key to the strategy,” said trading manager, Ian Chaplin. “We see Chad Valley as a mid-market brand with great quality everyday toys.”