The retailer is introducing more than 40 lines from suppliers including Playmobil, Hasbro and Mattel.
Ocado is promoting the range via an email drive that encourages consumers to ‘Enjoy play time with our new range of toys'. Additional marketing activity is expected closer to Christmas.
The retailer, which has a customer base of 1.2m, is stocking toys for children of all ages. Products include Hasbro toy characters from pre-school CBeebies TV show In The Night Garden, merchandise from movie Wall-E and from TV series Bob The Builder, as well as classics such as board game Cluedo and perennial favourite the Slinky.
Ocado has also tied up with Corgi to offer a boxed miniature version of its eco-delivery van in the retailer's six trademark colours: Onion, Strawberry, Apple, Courgette, Cabbage and Lemon.
According to Ocado, a ‘significant proportion' of its toys will be included in the 'Tesco price match' campaign.
Earlier this year, Ocado introduced other non-food lines including flowers and magazines.
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