I am not aware of any below cost selling of toys.
The Restrictive Practices (Groceries) Order, 1987 specifically prohibits below cost selling of grocery goods. "Grocery goods" is defined in the Order as "grocery goods for human consumption (excluding fresh fruit, fresh vegetables, fresh and frozen meat, fresh fish and frozen fish which has undergone no processing other than freezing with or without the addition of preservatives) and intoxicating liquors not for consumption on the premises and such household necessaries (other than foodstuffs) as are ordinarily sold in grocery shops, and includes grocery goods designated as ‘own label', ‘generic' or other similar description". The ban on below cost selling does not apply to seasonal goods.
I have no plans to extend the scope of this regulation.