Deal will see grocer replace large part of private label line with Little Tikes branded products.

TLC strikes Little Tikes DTR with Asda

The Licensing Company has sealed a major direct to retail deal for the Little Tikes brand with Asda.

The partnership will see Asda replacing a large part of its private label toy, nursery, apparel and gift business with Little Tikes branded products as part of a ‘good, better, best’ re-brand.

The first Little Tikes product line in Asda stores will focus on nursery and pre-school toys ranging from 0 to six years. The initial collection includes 86 products, with plans to introduce a further 25 in the next few months.

Categories will include impulse toys, mobiles, rattles, wooden toys, plush, lights and sounds learning, electronic toys, vehicles, musical instruments, role play, bath toys, puzzles, construction and play-sets.

Prices will range from just £1 up to £28, with the official launch being Saturday April 13th.

"We are delighted to be launching our very own exclusive range of Little Tikes toys at Asda," said Steph Strike, head of toys for Asda. "We’ve listened to our customers and in response we have created a broad range of desirable yet affordable toys that can be picked up as part of the weekly shop, to keep pre-school children entertained whilst helping them to develop key skills along the way."

Andrew Laughton, MD of Little Tikes, added: "This is a strategic relationship that truly benefits both parties. We are looking forward to building our business in this pre-school retail channel."

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