Tesco to extend Carousel own-brand range into new categories

Published on: 7th July 2017

Retailer also reveals top toys list for Christmas.

Tesco has held its Christmas in July showcase in London, revealing a selection of what it believes will be its top-sellers this festive season, as well unveiling its expanded own-brand offering under the Carousel brand.

Tesco’s top toys list features a number of widely-tipped Christmas winners, including Spin Master’s Sea Patroller, Flair’s PJ Masks Headquarters (the two brands are apparently now going head-to-head for leadership in the pre-school aisle at Tesco), Hasbro’s Nerf Modulus Regulator, Mattel’s Movi and items from the Lego City and Num Noms ranges.

In addition, the top toys list features several lines which are exclusive to Tesco, including a Guardians of the Galaxy 12-inch figure six pack, which is scheduled to play a prominent role in Tesco’s half-price sale, as well as two lines which are currently under embargo and also one line from Tesco’s Carousel own-brand range, a Drive and Talk car.

Exclusive lines feature prominently across Tesco’s overall toy range, with other items on display at the event including Beat Bugs interactive figures, a Sylvanian Family house, a Barbie doll and bike and a VTech Toot Toot item. The Tesco-exclusive Sindy range has also been extended, with the dolls now increased to 18-inch size, with large format accessories, including a rather imposing horse, to accompany the core doll range. Senior buying manager Garry Lawford told Toy World: ”We have secured a large number of exclusive lines that will only be available at Tesco this Christmas. It will give our customers another compelling reason to shop for their toys at Tesco over the festive season.”

Tesco will also be significantly extending its Carousel own-brand range: previously focusing on the nursery and pre-school categories, the newly-expanded range will incorporate a selection of diecast and radio control vehicles and sets, a range of nurturing dolls and accessories and plush items. There will be a total of 150 items in the new Carousel range, which will be available in-store and online from October.

Garry commented: “We spoke to our customers and found that the most important things they were looking for in our own-brand toy range were quality and fun. Previously, we had predominantly focused on educational lines, but our newly-expanded range delivers more of the fun that our customers told us they wanted to see. We’ve made a big investment in the Carousel range for this year: the price points cover everything from high-ticket items for Christmas and birthday presents to pocket money lines for everyday purchases. “

Toy World understands that the Carousel ranges will be merchandised within the relevant product sections in-store, rather than appearing as a separate Carousel-branded section. Stand-out lines include the Feeding Fun Emmi doll and accessory set at £19.95 and a £60 wooden train set which comes complete with play table, while at the pocket money end there is a huge range of diecast cars for as little as £1.


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