Sainsbury's expands own-label toy range

Ambitious plan will see pre-school Grow & Play line encompass boys, girls and plush sub-brands in 2013
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Supermarket Sainsbury's is increasing its own toy offering in a bid to boost its share of the pre- school market.

The grocer launched its Grow & Play range back in September, with Slix car toys for boys aged over three years old, and Dream Kingdom and Little Nursery products for girls.

There are also several Grow & Play pre-school products available for younger kids.

These include the £4.99 Larry Ladybird Blankie for babies and the £12.99 Tummy Time Roller for those who are aged over six months (see 'Sainsbury's top own brand toys' for the full list).

Now the ambitious retailer wants to increase its own-label offering even further.

“We are expanding into new ranges for 2013,” Sainsbury's toy buyer Tom Folliot told ToyNews. “There will be range extensions for the Grow & Play range, including new sub-brands on boys, girls and plush.

“We are confident that Grow & Play is going to perform well. Our customers tell us they love our own-label offer and we are looking forward to seeing the results.

He added: “Sainsbury’s new ranges and strategy on toys show our commitment to the toy market, and first and foremost to offering a broad range of toys to our customers, with the emphasis on education, entertainment, quality and great pricing at the heart of everything we do."

Sainsbury’s: 02476 439 100

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