Works uses TikTok to market affordable toy duplicates in Ireland

Works, a discount retailer, is offering duplicate versions of popular toys, such as Lego and Labubus, in its shops. The company is using TikTok marketing to appeal to younger consumers in Ireland. The Works, which operates over 500 shops in the UK and Ireland, is broadening its product appeal amid tough retail times.

The strategy involves offering cheaper alternatives to high-priced toys. This move intensifies competition in the retail market, especially as shoppers face affordability challenges due to rising costs.