Asda’s Gemma Bergin and Rhiannon James on how licences are growing the preschool market.
Licensed and branded products are an “essential part” of Asda’s preschool range, with two key toy buyers for the retailer saying licences are playing a bigger part in preschool sales.
Gemma Bergin, preschool toys buying manager, and Rhiannon James, preschool toy buyer, told sister title Progressive Preschool Magazine that licences have been growing the preschool market significantly in the past two years.
As an example of the growing importance of licences to Asda in the preschool space, a recent baby event held in April was sponsored by PAW Patrol.
“Licensed and branded products are an essential part of our preschool range,” Gemma (pictured above right) told PPS.
“Licences have been growing the preschool market significantly in the past two years thanks to the likes of PAW Patrol, and more recently PJ Masks.
“We think PJ Masks and PAW Patrol will continue to grow into 2018.”
Baby events are also a key priority for the business, with preschool toys – and licences – increasingly being featured.
Gemma continued: “We are seeing licences playing a bigger part in preschool sales and so we have had a number of licensed sponsored baby events, which have been a great success.”
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The full article on Asda’s preschool toys offering features in the July/August edition of Progressive Preschool Magazine. You can read the digital issue by clicking on this link.
