The best of both worlds - Woolworths and Chad Valley join forces
         
The "Chad Valley" takes pride of place in a prototype Operation Focus toy department in 1987.
         
In the mid 1980s the new owners of Woolworths launched an ambitious modernisation programme called "Operation Focus." The aim was to stop being a "jack of all trades" and to concentrate on six specialist areas or themes where the company had strong market shares and could become a specialist.  A key area was Kids, with plans to improve and enlarge the ranges of Toys and Children's Clothing. Kids at Woolworths - upgraded range of toys and childrens clothes were a key feature of Operation Focus in the late 1980s
         
In 1986 Woolies introduced the Ladybird brand of clothing, which you can find out about in our Fashion Gallery.  This was a big success, and a few months later to go with it they bought Chad Valley outright to form the heart of the toy range for younger children.  After a period of product design and development, the first ranges started to appear on the shelves towards the end of 1987. The Chad Valley and Ladybird brands were a key addition to Woolworths' equity in the 1980s.
         
The toy displays in an Operation Focus Woolworths store in the late 1980s. The first Chad Valley ranges appear in the centre of the picture in creamy white packaging under the "First Steps" signs.
         
The Buyers worked with toy technologists and industry experts to develop a range of pre-school toys that were well designed, educational, fun to play with and, above all, great value for money.  Initially the range was quite small, branded Chad Valley and displayed under the banner "First Steps" alongside the traditional ranges from Tomy, Fisher Price and Matchbox.
         
A young customer checks out one of the new Chad Valley items in a Woolworths store in 1987

Kids and parents loved the new Chad Valley products, and sales rocketed.  And a number of the items won awards for their innovative designs.
         
It wasn't just Chad Valley that got a makeover, the whole range was updated, with Woolworths working closely with the Toy industry both at home and abroad to bring improved ranges to market.  The range of Toys in a City centre focus Woolworths store in the late 1980s
         
A small part of the extensive range of Chad Valley toys on sale in the Uxbridge, West London store (No 370) in 2003. (Image: Paul Seaton)

Believe it or not Chad Valley has won more awards since 1987 as part of the Woolies range than they did in the 125 years from 1860 to 1985.

The Company's Buyers work tirelessly to develop new and innovative items which help to develop creative play, co-ordination and colour and shape recognition.

The main difference is that instead of Chad Valley being reserved for posh kids, (as they were in the early years by being up to twice as expensive as comparable items from other suppliers), Woolworths immense buying power has helped to bring the same high quality at very competitive prices.
         
Chad Valley logo The best way to find out more about Chad Valley and the great range of toys is to visit your local Woolworths or Big W store.  If you've not visited for a while you may be surprised at how much has changed - but you'll find the same great value that we offered to five generations of Kids.  Woolworths - let's have some fun. 
         
A "beacon" display of toys in Woolworths at Uxbridge, West London (No. 370) in Summer 2003. (Image: Paul Seaton)
         
Woolworths and Big W - let's have some fun
         

Toys and Stationery Gallery Home

F. W. Woolworth & Co. Ltd. Toys
Tin toys and sixpenny notions   On the curriculum in the 1950s   Own brand development in the 1960s and 1970s

The Chad Valley Toy Company Ltd.
Early history of Chad Valley   Ruling classes and the royal warrant   Post war expansion and brand development

Best of both worlds
Toys re-launched under Operation Focus  Stationery that never stands still