Supermarket Sainsbury's is enjoying an uplift in general merchandise sales, which includes toys.
The grocer saw like-for-like sales rise 2.1 per cent during its financial year ending March 16th, 2013.
"Our general merchandise and clothing business is growing at nearly three times the rate of food," read a statement sent to ToyNews.
"In February, we reached the milestone of £1 billion annual sales from general merchandise, reflecting the investment we have made in the quality of our offer.
"Nearly 33 per cent of our customers are now within a 15 minute drive of a full non-food offer, up from 29 per cent this time last year.
"We saw our best ever January sale, with sales up 19 per cent year-on-year, and we have continued to see strong growth in clothing at nearly 20 per cent year-on-year, and home accessories nearly 25 per cent year-on-year.
