TLC Brings Little Tikes to ASDA


U.K. retailer ASDA has announced a new direct-to-retail deal with MGA Entertainment’s Little Tikes brand and plans to begin replacing its private label toy, nursery, apparel and gift business with Little Tikes-branded products.

The multi-year partnership was brokered by The Licensing Company.

The first Little Tikes product to hit shelves will be a range of nursery and preschool toys. Eighty-six products will be available when the collection launches this Saturday, with an additional 25 products set to arrive in the next few months.

“This is a strategic relationship that truly benefits both parties. We are looking forward to building our business in this preschool retail channel,” says Andrew Laughton, managing director, Little Tikes U.K. “Together we will be offering some fantastic options for playtime that will encourage imaginative role play, as well as offering core preschool developmental skills, whilst all the time ensuring children and parents have fun.”

Products in the preschool range will include impulse toys, mobiles, rattles, wooden toys, plush, learning items, electronic toys, vehicles, musical instruments, role play, bath toys, puzzles, construction and play sets.

“We are delighted to be launching our very own exclusive range of Little Tikes toys at 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 preschool children entertained whilst helping them to develop key skills along the way,” says Steph Strike, head of toy, ASDA.