This Christmas Asda is targeting cash-strapped families with savings of up to 50 per cent on toys.
To promote the savings, the supermarket will publish eight million 200-page catalogues in an unprecedented move, The Sun has reported.
A TV advert will directly compare Asda's toy prices with Toys R Us and Argos and will include hotly-tipped offerings from the likes of Mattel and Hasbro.
Asda category director Steph Strike said: "Struggling for money as a parent is not a game. No one should pay over the odds providing for their children this Christmas."
Determined to not be bettered on price, the Asda has also made a guarantee to refund customers the difference if their grocery shop is not ten per cent cheaper than at another supermarket.
Tesco fired the first shot back in September, committing $500 million to its Big Price Drop promotion, which saw the price reduced on 3,000 products, including toys.
Last week, Argos started its toy-focused Big Woohoo campaign, which is offering 20 per cent off 30 in-demand Christmas toys until October 12th.
Sainsbury's has also vowed to match the price of branded goods in a new campaign launching on October 12th.