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
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
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