By Allison Watkinson
The food-themed content studio Chefclub has secured five new toy distribution partnerships with White Knight Toys, Autruche, Hutter Trade, JPM Toys, and CMC Global.
The companies will be the exclusive domestic licensing agents for Chefclub’s line of kid-focused cooking utensils in their respective regions.
White Knight Toys will be responsible for the distribution of Chefclub toys in the US. White Knight is a full-service retail marketing and distribution company for the toy and entertainment industry.
The toy and game import company Autruche will handle Chefclubs’ product distribution across Canada.
The Europe-Based toy and game distributor Hutter Trade will be responsible for Chefclub products presence in Germany, Austria, and Switzerland.
JPM Toys will handle the distribution of Chefclub products across the Benelux region. This region includes Belgium, Holland and Luxembourg.
The marketing, sales, and licensing agency CMC Global, also known as P@P, will handle Chefclub’s product distribution in the Middle East.
“We are delighted that our products will be distributed by these partners. We are building a new category in the kid’s market with a holistic approach that includes products, educational content and food themed entertainment,” said Chefclub’s Commercial Director, Francois Papyle. “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 maximize Chefclub kids presence in stores!”
Chefclub’s kid-focused product line is designed in-house. The product line includes child-size knives with finger guards, measuring cups, cookie cutter sets, and fully-illustrated cookbooks.
“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,” said Chefclub SVP Marie-Laure Marchand. “With the help of our licensing partners, we look forward to expanding our toy line categories, especially in role play, games, and art & crafts.”
All of Chefclub’s consumer products are researched and developed using in-house resources through the brand’s online streaming and social media community. Their videos are featured on digital streaming platforms such as AVOD, Youtube, SVOD, Pluto TV, and Samsung Plus, in addition to the company’s proprietary channels.
Further support for the Chefclub brand comes from live events and promotions, such as its recent collaboration with Klepierre Shopping Malls. The brand also recently launched an animated series called Chefclub Adventures in collaboration with Somewhere Animation, Mediawan Kids & Family’s 2D-animation label.
Chefclub will attend the Atlanta Market Show at White Knight’s stand from Jan. 11 to 15, and Spielwarenmesse in Nüremberg at the Hutter Trade Booth in Hall 10,1 at Booth A 08.