Asda unveils its first Christmas toy range chosen entirely by kids

Published on: 2nd November 2017

The Chosen by Kids range will be available at 626 stores nationwide, as well as online.

The range, which will include 20% more stock for each of the top 20 toys, will feature over 100 different products, all of which have been selected by 500 children across one day in July, when top toy suppliers pitched their wares to children in a bid to have their toys stocked in Asda stores over the festive season.

Children aged between two and 14 from across the UK were invited to come and help Asda create the Christmas toy range. Each toy was played with and rated, and Asda had a team of play inspectors who measured the children’s reactions, play dwell time, and facial expressions.

Asda toy buyer, Kate Briggs, commented: “We have listened to children this year, meaning Chosen by Kids features the latest toys but not at the expense of old favourites which people find harder to get. Yet we’ve also listened to parents, as people don’t want to have to deal with missed deliveries and not being able to see toys before buying them.”

The list features modern tech gadgets like the Nintendo 2DS XL, as well as more traditional favourites like My Little Pony, Baby Annabell, Playdoh, and Thomas and Friends Super Station.

To view the full list, click here.


Breaking News: Rubie’s close to finalising agreement to come out of Chapter 11

Bored? Games? – Festival of Licensing examines the crossover between licensing and board games

Rosie Marshall to head up plaY-room

Messe Frankfurt postpones early Q1 trade shows

Epoch launches Aquabeads TikTok campaign

MadeForMums unveils top 100 toys for Christmas

Barbie 60th anniversary campaign recognised at EMEA Purpose Awards

Posh Paws named as new plush licensee for Sesame Street

Hasbro Happy Hours programme announced for Festival of Licensing

Asmodee announces AsmoFair Part II