Food-themed content studio, Chefclub has confirmed five new toy distribution partnerships.
Deals have been secured with White Knight Toys (US), Autruche (Canada), Hutter Trade (Germany, Austria, Switzerland), JPM Toys (Benelux) and CMC (the Middle East).
The companies will be the exclusive domestic agents for Chefclub’s line of kids cooking utensils, entirely designed to give children independence in the kitchen.
“We are delighted that our products will be distributed by these partners,” commented Francois Papyle, commercial director at Chefclub. “We are building a new category in the kid’s market with a holistic approach that includes products, educational content and food themed entertainment. Our partners already have strong presence in their own market and will distribute Chefclub kids mainly in toy specialists, bookstores, concept stores and DIY stores.
“Our partners pay close attention to details regarding store execution, consumer experience and service. They are ready to hit 2023 and maximise Chefclub kids presence in stores.”
Marie-Laure Marchand, svp global consumer products and business development at Chefclub, added: “The success of Chefclub’s own kids line is helping to establish the brand in many markets and is providing a solid opportunity to expand into toy aisles. With the help of our licensing partners, we look forward to expanding our toy line categories, especially in role-play, games and art and crafts.”
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