Argos has appointed Northampton agency Rocket Creative to redesign the Chad Valley toy brand following a three-way pitch.

Argos's owner, the Home Retail Group, acquired the Chad Valley toy brand from Woolworths for £5m in January 2009 and the products are now stocked in Argos.

Rocket has so far carried out "an extensive research programme" to reposition the brand and identify where it should sit within the market. Toys carrying the new branding will launch later this year.

Andrew Turner, marketing manager at Argos, said: “The Rocketeers have worked wonders so far developing some amazing concepts and successfully meeting strict deadlines with ease. I think it’s safe to say we are all getting very excited about unveiling the final designs.”