Asda is bringing back its annual Big Toy Rollback sale from September 7, cutting the prices of selected toys by as much as 50 per cent. The promotion will run in stores across the UK and online until September 29, giving shoppers around three weeks to buy discounted products before prices return to their usual levels.
The event covers a range of toys, including products from Barbie and Hot Wheels, along with outdoor toys, play sets, family games and doll houses. The timing places the promotion several months before Christmas and ahead of a number of other supermarket toy sales expected later in the year.
Selected Toys Fall to Half Their Previous Price
Several products included in the promotion have had their prices cut by roughly half. According to the Express, a Barbie Doll and Playhouse Set will fall from £30 to £15 during the sale.
A Duckalooz Multipack will also be reduced, from £25.30 to £12.50. The George Hapello Beany Bunch will cost £6.50, compared with its previous price of £13.96. Another product, a Wooden Toy Activity Table, will receive a 30 per cent reduction and will be priced at £28 for the duration of the event.
The promotion is available both through Asda’s physical stores and its online shop. Once the Big Toy Rollback ends on September 29, the discounted prices are due to revert to their normal levels.
According to The Sun, the annual event is designed around a limited sales window rather than permanent price changes. The newspaper also reports that the promotion includes well-known children’s brands as well as Asda-linked products, giving shoppers a range of categories to consider during the sale period.
The Big Toy Rollback is one of several recent changes announced by Asda. The supermarket has also revised parts of its biscuit range, bringing back the Puffin biscuit in an eight-pack priced at £1 and adding new own-brand products. Becky Beecham, Asda’s Product Manager of Biscuits, said the retailer had examined “different formats, flavours and levels of indulgence” while maintaining value across the range.
Other Supermarket Toy Sales Are Expected to Follow
Asda is the first major UK supermarket reported to be launching a large-scale toy sale in 2026, with rival retailers expected to introduce their own promotions over the following weeks.
According to the Express, Tesco is expected to begin a toy sale in mid-September, while Morrisons is reportedly preparing to launch its event on October 5. Sainsbury’s and Aldi are also expected to hold toy promotions during October.
The Sun lists a series of predicted dates for other Christmas toy sales, including September 9 for Argos, October 21 for Sainsbury’s and Smyths, October 25 for Aldi and December 4 for B&M. The publication also notes that toy promotions often continue later in the year, including around Black Friday towards the end of November.
For Asda shoppers, the confirmed period is narrower and already fixed: the Big Toy Rollback begins on September 7 and ends on September 29. During that period, the retailer’s advertised reductions will apply to selected toys in participating UK stores and through its online operation.
