Asda starts cut-price toy offensive

Asda is launching a price-cutting attack on the toy market this week, offering leading toy brands – including Barbie, Fisher Price and Lego – at half price.

The supermarket chain claims to have 16m worth of stock earmarked for the “toy sale”, which will run for two weeks from tomorrow (Thursday) to kick-start the crucial pre-Christmas selling period.

Cut-price products will be available as long as stocks last, according to promotional material sent to customers. Asda confirms that the stock has not been purchased on the grey market.

As part of the promotion, the supermarket will run a fundraising drive for healthy pregnancy charity Tommy’s Campaign.

Asda launched its Tommy initiative in March, aiming to raise 1m for the charity this year, but so far the total stands at just less than 400,000.

The toy sale is the latest in a long line of cut-price initiatives launched by Asda.

Books, children’s comics, vitamins and pharmaceutical products have all been at the centre of Asda price-cutting campaigns to reinforce the supermarket’s stance as a good value chain.

The store continues to sell discounted designer clothes, TVs, electrical goods, perfume, beauty products and computers purchased on the grey market. This is despite a recent European Commission ruling, which allows brand owners to challenge stores selling grey goods.

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