Asda forges ahead with toy growth both in-store and online

Retailer seeing strong sales for licensed lines and outdoor with pick up in weather.
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Having told ToyNews in July that it wants to be the UK’s number one kids retailer, Asda says its multi-channel business model is one of its core strengths in the toy market.

The retailer’s head of toys, Steph Strike (above), says that most suppliers are seeing amazing growth by working with the firm.

“Toys have performed well over the last 12 months and this year got off to a great start, since our spring/summer range change in February, consistently outperforming the market,” said Strike.

“Our different formats have really driven the business, with our online offer more than doubling in size over the last 12 months. And there’s huge opportunity for further growth in both the short and long-term.”

Strike says that Asda typically trades well on the top brands/licences, achieving more than double its average market share.

“Moshi Monsters and Star Wars have been our two strongest licences and it’s great to see Monster High and Teenage Mutant Ninja Turtles doing really well.

“With the long-awaited change in the weather our best-selling toys this month are all outdoor related, ranging from shoot footballs to Little Tikes playhouses.”

For Christmas, Strike is promising Asda’s strongest programme ever across all channels.

“The main change in the UK toy market is the use of technology – customers want to get toys when they want, how they want them, at the best prices, so our focus is to keep developing our multi-channel toy range,” Strike concluded.

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