Little Tikes has enjoyed a year of brand growth thanks to a partnership with Asda.
The toy property began to expand into areas outside of 'outdoor play' with Asda’s exclusive DTR on infant pre-school toys, which features an extensive range of over 100 product lines.
The firm states that sales across 300 Asda stores have far exceeded expectations, with ASDA’s market share growing from 6.9 per cent to 7.3 per cent YTD.
Last month saw the launch of Little Tikes t-shirts, which have already sold out online.
Little Tikes also embarked on a global partnership with Diono for travel accessories spanning strollers, high chairs and car seats.
“Little Tikes has been producing trusted and award-winning toys for many years, providing fun for children and parents alike," said Little Tikes international marketing and licensing director, Rachael Springett.
"We’re delighted to be working with strategic partners such as Asda to successfully grow our offering beyond toys by bringing our core values and quality to a range of exciting new categories.”
TLC, the firm leading the brand extension, is now looking to roll the Little Tikes brand into apparel, accessories, health, beauty, home and gifting