Littlewoods Direct toy department says 64 per cent of its expected 13 per cent sales increase will come from the peak trading period of November and December and sales of exclusive lines.
Exclusive lines to Littlewood the Baby Annabell Pram Set and the X Factor Karaoke set. The Karaoke set includes £60 worth of free accessories and the chance to win a ticket to see an X Factor show live.
The firm says it has sold 64 per cent over target for its pre-school toys including Flowertots, Peppa Pig, Roary the Racing Car and In The Night Garden while its online sales have increased by 24 per cent on last year to 52 per cent.
The firm has also driven sales with three for two offers in its mid-season book featuring the brands Barbie, Bratz, Fisher Price, Spiderman, Doctor Who, Hot Wheels and Cars.
A spokesperson for Littlewoods Shop Direct said, “We are expecting a lot of last-minute orders, as parents realise they need that must-have toy for their child delivered in time for Christmas morning.We’ve made sure that we are ready for this, with orders being taken up until 3 pm on 22 December and next day delivery available.”