Tesco is aiming to double its toy sales over the next three years with plans to expand its Fun To Learn own-label toy brand into books and toiletries.
The expansion will put it into direct competition with Wal-Mart, the US chain which has just bought Asda and which is the US’ biggest toy retailer. It will also compete with Big W, Kingfisher’s new megastore chain.
Tesco customer operations manager for toys Ian Lewis says the chain, which is the UK’s sixth biggest toy retailer, is expanding the amount of space it gives over to toys, with the aim of doubling sales from &£50m to &£100m within three years.
He says plans could include online sales through Tesco’s home shopping service, Tesco Direct, and are likely to include the launch of the Sega Dreamcast games console when it is released on September 23.
He adds: “We’ve been expanding our toy range over the past year and aim to change consumer perceptions of Tesco as not only the place to do the weekly shop but also the place to find a diverse range of toys.”
Plans include the expansion of Tesco’s own Fun to Learn brand. It is to launch Fun To Learn toiletries, involving non-toxic shampoos and bubble baths, and educational books for children aged three to six years.
Lewis says he hopes sales of the Fun To Learn brand will double to &£20m.