Tesco expands toy section in stores

Tesco is taking on toy retailers by revamping its in-store toy sections and adding more own-label toys to its range. More space will be given to selling toys in outer space-themed zones called ’Toy Planet’, which launch at the end of this week.

Tesco is taking on toy retailers by revamping its in-store toy

sections and adding more own-label toys to its range. More space will be

given to selling toys in outer space-themed zones called ’Toy Planet’,

which launch at the end of this week.



The move is part of Tesco’s plan to increase its non-food offerings by

refitting stores nationwide. As part of the refit, 250 Tesco stores of

varying sizes will devote around 5% more space to toys.



Ian Lewis, customer operations manager for Tesco Toys, said: ’We have

been introducing a range of Tesco own-brand toys over the past year and

these will be getting a lot more space. There will also be many more

branded toys.’



The new areas, developed by the Creative Direction Partnership, feature

hanging banners with the Toy Planet logo, hanging space rockets and

space station porthole wall friezes. Each toy category will have its own

colour to enable children to identify the type of product more

easily.



Marketing for the sections will include in-store advertising and a

direct mail campaign aimed at pregnant mothers who hold Clubcards.



The Toy Planet launch comes as Toys ’R’ Us prepares a summer roadshow,

also featuring an outer space theme. The ’Blast Off’ roadshow will take

place inside a 560m2 ’space station’ in its car parks.



Lewis said: ’I am not surprised that Toys ’R’ Us is also using a space

theme. There is a big emphasis on space this summer, with the Star Wars

film opening and the solar eclipse.’



The launch of the new Star Wars film in July is expected to result in a

boom for the toy industry, as consumers race to buy themed toys produced

by most major toy manufacturers. All the new toys are being kept under

wraps and will be released on June 18.



Lewis said: ’Our 24-hour stores will be selling toys from midnight on

that date and we are expecting to see a big rush for the Star Wars

products.’



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