Mattel nominates Kayes of Cardiff as distribution partner to selected Toymaster and AIS members

Published on: 16th May 2022

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

Mattel has announced a major change to the way it deals with selected members of the independent retail channel. In a letter sent out to selected 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 of certain accounts as of 1st July.

Instead, affected retailers were recommended to order Mattel products via Kayes of Cardiff, which Mattel has named as a new 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.

The letter reads, in part: “We have worked with Kayes of Cardiff for many years and are confident that they will be able to offer you a seamless service. A member of their team will be in touch with you shortly to discuss your needs moving forward.”

Readers wishing to contact either Mattel or Kayes in the meantime are advised to email the following:

Michael Hick, VP and country manager, Mattel UK, explained: “We always pride ourselves on working closely with our retail partners and offering the best possible service and solution for their businesses, so working in partnership with Kayes of Cardiff to support those Toymaster members that we are no longer able to supply direct will give them the service and choice of Mattel toys that are suited to their business needs.”

Philip Kaye of Kayes of Cardiff added: “We are delighted to be partnering with Mattel and Toymaster to offer selected members a direct service. We carry the full range of Mattel toys as well as the normal promotional offers and look forward to working with members to service their needs from the Mattel range.”

The news comes just days after Orchard Toys appointed Kayes of Cardiff as its exclusive distribution partner. Under the terms of the partnership, Kayes will carry the entire Orchard Toys product portfolio. Independent retailers will still be able to order split-pack quantities of Orchard Toys games and jigsaws, and benefit from the same pricing they currently receive. Additionally, the appointment will benefit many small independents with a lower minimum order quantity.

Representatives from the Kayes of Cardiff team will be present at the Toymaster May Show this week from 17th-19th May, on both the Orchard and Mattel stands.


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