The supermarket giant, which saw its parent Walmart’s acquisition bid seen off by Argos owner Home Retail last year, has created a festive “big toy roll-back” campaign that compares prices on key brands with the non-food high-street retailer.

Asda says the comparison software created by Skuuddle.com shows it is cheaper than Argos on 77% of toy lines, including brands such as Mattel, Hasbro, Lego, Little Tikes, MB and Disney.

The supermarket says the toy campaign will be the “first of a number” of comparison campaigns designed to “expose higher prices on non food ranges” in the run up to Christmas, and “help strengthen Asda’s goal of becoming the number one non-food retailer”.

Asda also recently stepped-up its efforts to see off rivals on price by running a print campaign emphasizing it’s 10% cheaper drive.