Tesco Launches Toy Brand To Take on The Nationals

This week UK retailer TESCO launched a bid to grab a share of Britain’s £3billion-a-year toy sales. With the launch of their very own Private Brand toy line, Carousel.

They hope to take on the big toy makers such as Fisher Price and Mattel, and take business from established retailers including Argos and Toys R Us.

The Carousel brand, which is being launched online, features nearly 100 toys for children aged six months to four years. Prices range from £1 to £50.

Tesco said their “exciting new brand” is a response to demand from their customers.

According to their website:

Carousel is a new range of pre-school toys. Encouraging your child to learn and develop through play.Exclusive friendly characters and brightly coloured features will ensure children love playing with Carousel. Full range launching in store and online in November.

Many of Carousel toys are packaged with no wire ties, screws or plastic moulds making them simple to open and easy to recycle. We are working to ensure all Carousel toys use this type of packaging.



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.