Wal-Mart Declares "Game On" with Rollback of Toy Prices

by Jay Cochran
October 19, 2006
With 68 days until Christmas, Wal-Mart declared an early start to Christmas with significant rollbacks of key toy prices – just the start of thousands of price cuts on key gift, entertaining and holiday items.

Effective immediately the price cuts start in Toyland on the hottest toys and board games of the season. In addition, Wal-Mart will stand by its policy of matching advertised toy prices of competitors. Wal-Mart backed its toy move with a “more to come” promise that would underline its position as America’s value leader.

Consumers will find values on more than 100 toys and games. Featured toys set to be rolled back include the Hot Wheels® Radar Gun from Mattel (was $29.74/now $20.00), Amazing Allesen and Amazing Amanda dolls (were $99.00/now $69.00), Barbie Ride On (was $228.88/ now $199), Dora the Explorer Talking Kitchen (was $89.84/now $65) and the Cadillac Escalade Ride on (was $279.37/now $249).

“We are making toys affordable and accessible to everyone with prices that are significantly lower than elsewhere,” said Scott McCall, vice president and divisional merchandising manager Wal-Mart Stores. “Wal-Mart is helping families get a head start in the holiday shopping game by presenting a one-stop destination to get what they need and want at the best prices.”
Classic board games such as Operation, Sorry!, and Life and Battleship (which were $13.26- $14.84) will also be rolled back to $8 retail every day throughout the holidays. Families seeking to once again make board games the focus of family time can pick up an old classic with a new twist -- Monopoly® Here & Now™ by Hasbro – (was $28.96/now $15.00).

“On average, our rollbacks on board games make the prices comparable to what they were 20 years ago,” said Scott McCall, Wal-Mart vice president /divisional merchandise manager. “We recognize that customers have a greater sensitivity to obtaining more for their money due to rising costs of living. We are rolling back prices in an attempt to make this gift giving season more affordable and fun for everyone.”

Holiday shoppers, which spend approximately $350 on toys per child each year, can get and give more toys by shopping at Wal-Mart. At Wal-Mart, parents can save more than $150.00 when they purchase the following top toys, including Monopoly® Here & Now™ Edition from Hasbro® ($15); Hot Wheels® Radar Gun from Mattel® ($20); Dora Kitchen ($65); Amazing Allesen and Amanda dolls ($69); Barbie Ride on ($199) and the Cadillac Escalade Ride-on ($249).

“Throughout the Christmas shopping season we will offer the best prices and merchandise that provides solutions for time-starved customers,” said John Fleming, executive vice president and chief marketing officer, Wal-Mart Stores, “There’s more to come.”


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