Nothing captures Christmas quite like stockings full of toys. For the first time this festive season, Disney and Sainsbury’s partnered to bring a new shop-in-shop toy showcase to the front of a raft of its supermarkets. 

To discover how the project played out, and what we can learn about the toys category as a result, Retail Week spoke with Disney’s director of UK&I Retail & EMEA Ecommerce Ollie Pryor.