Toy market news

Mattel nominates Kayes of Cardiff as preferred distribution partner amidst supply overhaul

In a letter sent to Toymaster members, Mattel has recommended Kayes of Cardiff as its preferred distribution partner and advised retailers to place orders via Kayes as of 1st July.

Mattel has announced a major change to the way it deals with the independent retail channel. In a letter sent out to Toymaster members on Friday 13th May, the company said it has looked at the best ways to efficiently and effectively support the independent retail channel, ultimately deciding to cease direct supply as of 1st July.

Instead, retailers are advised to order Mattel products via Kayes of Cardiff, which Mattel has named as its preferred distribution partner. Kayes carries the full Mattel toy range and will, as a minimum, be able to offer retailers the same discounts and rebates Mattel itself offers. Kayes will also pass on relevant Mattel promotional offers.