High street giant Argos has entered the highly competitive mini-tablet market, launching an own-brand 7in Android device that will go toe-to-toe with the likes of Tesco's new Hudl slate and Amazon's affordable Kindle Fire offerings.
The Argos MyTablet will sell for £100- undercutting the Hudl's price point by £20 - and ship with Android 4.2.2 Jelly Bean.
Targeting the so-called 'tweenie' market of eight-to-13 year olds, the MyTablet will ship with 19 pre-loaded apps including Angry Birds, BBC iPlayer, and an eBook reader. The device will also arrive with parental locks already enabled.
"We think this hits the sweet spot in terms of price and performance," Simon Barry, Argos technology trading manager, told the BBC.
He added: "Kids find it hard to share, so we've priced our tablet at a level that means everyone in the family can have one...We're confident MyTablet is going to do really well."
In terms of specs, the MyTablet features 1,024 x 600 pixel LCD display, while under the hood there's a 1.6GHz dual-core processor. There's also a 2-megapixel rear camera, plus a secondary snapper on the frontside of the tablet for video chat.
Elsewhere, the Argos slate comes with 8GB of on-board storage, as well as a microSD card slot, plus an HDMI output and a claimed battery life of five hours.
Produced under Argos' in-house Bush technology brand, the MyTablet will be available online and at physical retail outlets from 16 October and is available in pink and silver flavours.
As well as Tesco's Hudl offering and Amazon's Kindle devices, budget 7in tablets are also manufactured by HP, Acer, and Lenovo.