Little Tikes toys replace many own-label Asda lines

Exclusive collection launched on April 13th; prices range from £1 to £28.
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Supermarket Asda is replacing a "large part" of its private label toy business with Little Tikes branded products.

It's part of a 'good, better, best' re-brand and also includes nursery, apparel and gift products.

The toys launched on Saturday, April 13th, and prices range from just £1 up to £28.

The first Little Tikes product line in Asda stores will focus on nursery and pre-school toys, ranging from 0 to six years. The initial collection includes 86 products, with plans to introduce a further 25 in the next few months.

Categories will include impulse toys, mobiles, rattles, wooden toys, plush, lights and sounds learning, electronic toys and many more.

The Licensing Company helped seal the deal.

"We are delighted to be launching our very own exclusive range of Little Tikes toys at Asda," said Steph Strike, head of toys for Asda.

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