In a move sure to delight hard-pressed families, Asda has announced a dramatic pricing strategy for its range of toys in the run up to Christmas.
The leading supermarket chain is investing £10m in slashing the price of up to 200 toys, in a campaign entitled the Big Toy Rollback Event.
The store has Argos in its sights as a key competitor to beat and is working with independent online price monitoring company Skuuudle to compare prices between the two retailers, highlighting toys by major manufacturers such as Mattel, Hasbro, Lego, Little Tikes, MB and Disney.
"On behalf of shoppers we are offering a service that provides transparent pricing for the first time ever on children’s toys," said Mark Kupelian, Asda's head of pricing.
"Everyone deserves the perfect Christmas, and so we promise we will do everything in our power to help show families how to save money and this campaign is a great start to doing exactly that."
Asda will also be debuting a Christmas gift guide, to be 204 pages in length. Eight million copies will be distributed in stores.
