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Mid-October can be a good time to buy toys – especially if you're stocking up for Christmas – as a few of the supermarkets have 'up to 50% off' toy sales. 

Tesco, Sainsbury's and Morrisons currently have discounts of 'up to half-price' on toys in stores. However, of the three, Tesco is the only one where you can get the discounts online too. 

While the sales are billed as 'up to 50% off', in reality only a small percentage of the items will actually be discounted by 50%. Although the Tesco sale includes ALL toys, from what we've seen under 20% are half-price. The Sainsbury's and Morrisons sales are on selected items only. See our full analysis below. 

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  • Tesco's much-anticipated toy sale has begun. You can get up to 50% off ALL its toys in stores (find your nearest*) and at Tesco.com* from Mon 16 Oct until Sun 1 Nov. If shopping online, delivery's £3-£5.50.

    How good is this sale?

    While the sale is billed as 'up to 50% off', in reality it's unlikely that the majority of items will be half-price. Tesco wasn’t able to tell us how much of each range is actually 50% off, and although you're getting a discount on every single item, from our own research we'd say that only 10-20% of items are discounted by 50%. 

    Availability of particular items could vary from store to store, so it's worth checking several if you can't find what you're after.

    Here are some of this year's strongest deals. See 'More info' for a list of the major brands included and the kinds of discounts you can expect for each.

    Toy Price, and next cheapest we found



    Little Live Pets Fish*
     £6.50 (was £13)
    Next cheapest, £13 at Selfridges and The Entertainer.


    Lego Duplo Assortment* 
    (Temporarily unavailable online)
     £8.50 (was £13)
    Next cheapest, £8.66 at Sainsbury's.


    Carousel Grocery Delivery Van*
     £10 (was £15)
    Not available elsewhere.


    Leapfrog 100 Words Book*
     £15 (was £20)
    Next cheapest, £17 at John Lewis.



    Plush Pound Puppies (Classic)* 
    (Out of stock online)
     £15 (was £20)
    Next cheapest, £19.99 at Amazon.



    Lego City 3-in-1 Bundle Pack*
     £20 (was £40)
    Next cheapest, £42.97 at Amazon.

    Fisher-Price Linkimals Smooth Moves Sloth*

    £22.50 (was £30)
    Next cheapest, £27.99 at Asda and The Entertainer.


    It's best to check for a bargain early as stock is likely to go fast. Don't assume Tesco will be cheapest for everything – always compare prices to ensure you're getting the best deal. If buying online, you'll need to factor in the delivery cost.

    For a full round-up of top toy deals, including up to 50% off at Sainsbury's and Morrisons, see all kids & toy offers.

    MSE LAURA F says:

    Tesco wasn’t able to tell us how much of each range is actually half-price, so I dug about online to get an idea. Tesco told me that the items appearing online reflect what's available in my nearest stores, so other people will see different availability.

    From what's available in my local store, I estimate that less than 20% of Lego and Carousel toys, and roughly 10% of Harry Potter, Barbie and Hot Wheels toys are half-price. In the case of Paw Patrol and Peppa Pig, it seems less than 10% of items are half-price.

    • Here's a full list of Tesco's top brands, plus some analysis on how many of the items might be half price:
       
      • Lego – 15%-50% off (We reckon less than 20% of the items online are half-price.)
      • Carousel – 15%-50% off (We reckon less than 20% of the items online are half-price.)
      • Pop – at least 20% off (We only found one item online, and it’s half-price.)
      • Peppa Pig – 10%- 50% off (We reckon about 10% of the items online are half-price.)
      • VTech – 10%-50% off (We couldn’t find any half-price items when we looked online.)
      • Paw Patrol – 10%-50% off (We reckon about 10% of the items online are half-price.)
      • Barbie – 25%-50% off (We reckon approximately 10% of the items online are half-price.)
      • Harry Potter – 15%-50% off (We reckon approximately 10% of the items online are half-price.)
      • Hot Wheels – 10%-50% off (We reckon approximately 10% of the items online are half-price.)
      • Fortnite – 10%-50% off (We couldn't find any half-price items online.)
      • LOL Surprise – 10% off (We only found a couple of LOL toys, but most were 10% off.)
      • Frozen 2 – at least 25% off 
      • Fisher Price – up to 50% off
      • Play-Doh – at least 25% off 
      • Disney Princess – up to 50% off 
      • Pokemon – at least 20% off 
      • Nerf – at least 20% off 
      • PJ Masks – at least 25% off 

      For comparison, here are last year (2019)'s brands and minimum discounts:
       
      • Barbie – at least 25% off
      • Carousel – at least 20% off
      • Disney Princess
      • Fingerlings – at least 10% off
      • Fisher-Price 
      • Fortnite – at least 10% off
      • Harry Potter – at least 10% off
      • Hot Wheels
      • Lego – at least 20% off
      • Little Live Pets – at least 20% off
      • L.O.L. Surprise
      • Marvel – at least 20% off
      • My Little Pony
      • Nerf
      • Paw Patrol – at least 25% off
      • Peppa Pig
      • PJ Masks
      • Pokemon – at least 20% off
      • Pop – at least 20% off
      • Play-Doh – at least 25% off
      • Playmobil
      • Roblox – at least 10% off
      • Ryan’s World – at least 10% off
      • Shopkins – at least 20% off
      • Stikbot – at least 20% off
      • Superwings – at least 25% off
      • Thomas 
      • Toy Story
      • Transformers – at least 10% off
  • The Sainsbury's toy sale has now begun, with up to 50% off selected toys in stores until Wed 21 Oct. Brands include Lego, Fortnite, Barbie and Paw Patrol.

    You can find your nearest Sainsbury's store that sell toys by typing 'toy sale' into the search bar. Just like last year, the sale is in stores only. Sainsbury's told us it won't be taking place online.

    How good is this sale?

    While the sale is billed as 'up to 50% off', in reality it's unlikely that the majority of sale items will be half-price. Sainsbury's told us it couldn't provide details about what's in the toy sale as items vary from store to store, and with lockdown tightening, it's not been possible for us to do our usual checks in stores to compare stock and the range of discounts.

    Specific toys will vary from store to store, so it might be worth checking a couple of toy-stocking branches if you don't find what you're after. 

    This is always a popular sale with MoneySavers, so toys are likely to be snapped up fast. Go quick if you want something, but don’t assume Sainsbury's will be cheapest – always compare prices at other retailers before buying.

    You might also like to check out the 'up to 50% off' toy sale at Morrisons.

    • For comparison, here are some of the deals spotted in 2019:

      • Hatchimal Coral Castle playset - £10 (was £20). Next cheapest we found, £18.98 at Amazon
      • Play-Doh Animal Discovery Bucket - £10 (was £20). Couldn't find the same item elsewhere
      • Disney Frozen Musical Elsa - £12.50 (was £25). Next cheapest we found, £17 at Disney
      • Black & Decker workbench - £17.50 (was £35). Couldn't find the same item elsewhere
      • Toot Toot Repair Centre - £ 22.50 (was £45). Next cheapest we found, £45 at Argos
      • Paw Patrol Arctic Terrain Vehicle - £22.50 (was £45). Next cheapest we found, £35 at Asda
      • Hot Wheels Corkscrew Crash - £25 (was £50). Next cheapest we found, £50 at Argos
      • Chad Valley Auto City Construction RC Digger - £25 (was £50). Next cheapest we found, £52.99 at Amazon
      • Smoby Sainsbury's Supermarket - £30 (was £60). Similar item for £50 at Argos
         

      Here are some of the deals spotted in 2018:

      • Barbie Fashionistas dolls - £6 (norm £12). Next cheapest we found, £8.40 at Debenhams
      • Black & Decker first workbench - £17.50 (was £35). Next cheapest we found, £45 at Debenhams
      • Playmobil 6081 jet plane - £20 (was £40). Same price click and collect at Argos
      • Nerf Nitro Duelfury Demolition - £25 (was £50). Next cheapest we found, £29.99 delivered at BargainMax.co.uk
      • Vtech Grow & Go ride-on - £30 (was £60). Next cheapest we found, £32.99 click and collect at Argos


      And here are some deals from the year before that, in 2017:

      • Spiderman Titan Hero series 12-inch figure - £6.50 (was £13). Next cheapest we found, £10 at Asda.
      • Disney Princess dolls incl Rapunzel - £6.50 (was £13). Next cheapest we found, £9 at Amazon.
      • Nerf N-Strike Elite Firestrike - £7.33 (was £11). Next cheapest we found, £9.99 at various retailers incl Argos and Toys R Us.
      • Barbie glam convertible car - £11 (was £22). Next cheapest we found, £16.97 at Asda.
      • Shimmer & Shine talk and sing dolls - £12.50 (were £25). Next cheapest we found, £21.99 at Argos and Smyths.
      • Paw Patrol Ionix lookout tower - £20 (was £40). Next cheapest we found, £20.97 at Asda.
      • Disney Cars Mack truck trolley - £27.50 (was £55). Next cheapest we found, £55.56 at Amazon.
      • Beauty & The Beast Belle musical tea party cart - £39.99 (was £60). Next cheapest we found, £58.99 at Amazon.
  • Selected toys are up to half-price in 400 Morrisons stores (find your nearest*), with brands including Lego, Playmobil and Hot Wheels. The sale is running until store closing time on Wed 25 Nov, but a few offers end on Sun 8 Nov (see the table below for the four toys this applies to).

    You can find a few discounted toy offers online* too, but you'll have to venture out to a store for the main event. It might be worth checking several stores if you can't find what you're after, as stock availability will vary between them.

    How good is this sale?

    While the sale is billed as 'up to 50% off', in reality it's unlikely that the majority of items will be half-price. Morrisons wasn’t able to tell us how many of the sale items are actually 50% off, and with lockdown tightening, it's not been possible for us to do our usual checks in stores to compare stock and the range of discounts.

    As always, it's good to check prices at other retailers before buying, so that you know you're getting the best deal.

    It may be a case of trial-and-error to find what you want, so if you can visit several different stores, the better your chances will be. 

    A few examples of toys you might find in Morrisons stores:

    Toy Price, and next cheapest we found



    Playmobil Ambulance

    £15 (was £30)
    Next cheapest, £34.99 at Amazon



    Lego, 900 pieces

    £17.50 (was £35)
    Next cheapest, £18 at Asda


    Avengers Action Figures, 4-pack

     £20 (was £40)
    Same price at Tesco



    Hot Wheels RC Monster Truck

     £25 (was £50)
    Next cheapest, 34.99 at Very


    Don't always assume Morrisons will be the cheapest, especially since there are a few toy sales on at the moment. Keep in mind that The Entertainer offers a lowest price guarantee on some of its toys until 24 Dec.

  • You can get up to 50% off toys and games online with toy retailer The Entertainer*, or in any of its stores (find your nearest*). Although 'up to 50% off' covers most of the sale discounts, we've spotted as much as 75% off some items.

    We've asked The Entertainer when the sale's due to end and we'll update here once we know.

    If shopping online, delivery's £3.99 or free if spending £39.99 or more. Roughly the same range is available for the same prices on The Entertainer's eBay store, but it told us you're more likely to see low-stock items on the main website, so the range will be larger.

    Here are some strong examples we found on Mon 12 Oct (not including delivery):

    • Funko Pop! Captain Marvel neon bobblehead – £3.33 (was £10). Next cheapest: £3.49 at Forbidden Planet
    • Disney Frozen 2 Anna fancy dress set - £12 (was £18). Couldn't find elsewhere.
    • Early Learning Centre sensory ball pit - £14.99 (was £29.99). Next cheapest: £38.14 at OnBuy. (Same price, 14.99, at Early Learning Centre, owned by The Entertainer


    The Entertainer may not always be the cheapest so be sure to check prices at other retailers first. However, some of the sale items are also marked as 'lowest price guarantee' eligible, which means you'll get the difference back via e-gift card if you spot the same item cheaper elsewhere.

    See our Kids & Toys deals for more discounts.

  • Aldi's ‘Specialbuys’ toy event is back for its sixth year. Its online from Sun 18 Oct, and in all stores (find your nearest) from Thu 22 Oct, and will continue while stocks last.

    As with all Aldi Specialbuys, it's best to go quick if you want something as stock tends to be limited and when they're gone, they're gone. If you look online, a few deals are usually marked ‘online exclusive’ so won’t be in stores, and in store you may find what's available will vary.

    Aldi's popular wooden toys are included in the event, and last year we saw 'dupes' that looked similar to much pricier versions available elsewhere. Eg, Aldi offered a £60 wooden ice cream stand that looked very similar to upmarket toy brand Hape's £140ish version.

    What can I expect to find in the toy event?

    A few examples of toys we found in Aldi stores, and our price analysis:

    Toy Price, and next cheapest we found

     

    Wooden Fire Engine

     £4.99
    Similar is £5.99 at The Range.


     
    Wooden Pirate Ship

     £19.99
    Similar is the same price at the Early Learning Centre.

     

    Double-sided Easel

     £24.99
    Similar is £22 at Argos.

     

    Wooden Aldi supermarket

     £39.99
    Similar is same price at Smyths Toys.



    Wooden Vanity Unit

     £39.99
    Similar is £84.99 at Amazon.



    Large Pink Wooden Kitchen

     £29.99
    Similar is £109 at Petite Amelie UK.



    Large Grey Wooden Kitchen

     £29.99
    Similar is £69.99 at Very.


    Be sure to check out the other toy sales currently running to make sure you're getting the best price. 

  • Toy retailer The Entertainer* has launched its 'lowest price guarantee' on over 2,000 toys online and in store (find your nearest*). If you purchase a qualifying item from The Entertainer between Mon 5 Oct and Thu 24 Dec (Christmas Eve) and you find it cheaper at any UK competitor, including Amazon (some exclusions apply - see 'More Info' for a list), it'll give you back the difference on an e-gift card.

    The 'lowest price guarantee' items will be marked clearly online and in stores. After buying one, fill out The Entertainer's online form* with your details and receipt number. Don't worry about selecting a store if it was an online purchase. The Entertainer will grant you an e-gift card for the difference if it lowers its own price during the promotional period, or if you spot the item cheaper elsewhere and it can verify it.

    You'll have until 30 Jan 2021 to spend the e-gift card in store or online. If buying online, delivery's £3.99 or free if spending £39.99 or more. The e-gift card can be applied to delivery charges and can be used alongside other offers.

    Did you know you can get a free digital version of The Beano?

    • The Entertainer will give you the difference in price back if:

      • It can verify the competitor's price (it must be displayed in its store or online).
      • It's the same new product (same make, model, size, colour etc) offered on the same terms.
      • The product's in stock and available immediately for delivery (at both The Entertainer and the competitor).
      • The price includes all taxes and postage charges if applicable.
      • The price for the toy is publicly available to all customers.
         

      It won't price match against:

      • Multi-buy offers.
      • Any typographical errors.
      • Temporarily discounted products including voucher codes or special rewards or membership scheme prices.

      The UK competitor must:

      •  Trade at multiple premises in the UK which are open to the public to purchase products with clearly displayed prices. If it has a website, it must trade under the same brand and on the same basis as its stores.

      The following are not classed as UK competitors:

      • Businesses that operate online only (excluding Amazon) or via mail order only
      • Internet-only resellers (eg, items bought direct from Amazon itself are valid, but not from Amazon resellers
      • Factory outlet stores
      • Pop up or temporary shops
      • Auction sites, eg, eBay
      • Home shopping channels
      • Market stalls
      • Duty-free or travel channel stores
      • Trade or membership sellers and clubs
      • Stores in administration or closing down