Tesco Takes On Private Label Toys

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November 1, 2011

U.K. retailer Tesco is making good on its promise to rollout new private label products with the introduction of Carousel toys.

Tesco is teasing the product launch on its website. “Carousel is a new range of pre-school toys, e encouraging your child to learn and develop through play.”

The line includes creative play items, a car park, fire engine, toy laptop and phone. Wooden toys including building blocks, table train sets, a dollhouse, farm set and trolley.
Prices range from $14 to $129.

Carousel has an environmental component as well. Wood toys are sourced using sustainable components and many of the toys are packaged with no wire ties, screws or plastic molds for easy and to aid recycling. “We are working to ensure all Carousel toys use this type of packaging,” Tesco wrote on its website.

Tesco has been focused on launching what it calls “venture brands” -- private label lines that are exclusive to the retailer but somewhat different from traditional store brands that bear the retailer’s name. Carousel is the first such effort from Tesco, although branded consumer electronics products under the Streetwise label could debut soon, according to Euromonitor.

Carousel branded products will be available in stores and online in the U.K. this November.

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