"Piggyback selling is costing toy industry thousands each year," says Pannone Corporate

Robert Hutchins

By Robert Hutchins

October 14th 2016 at 11:53AM
UPDATED October 14th 2016 at 12:06PM

Fancy dress firm Smiffys has backed a campaign to help stamp out substitute selling via Amazon and eBay.

A campaign to help toy firms tackle the issues of piggyback selling has launched in order to plug costs to the industry of thousands of pounds a year.

Billed as an ‘increasing threat for brand owners,’ the issue has been dubbed substitute selling by Pannone Corporate and the British Brands Group, the pair behind the new initiative.

Substitute selling is described as the practice whereby sellers ‘piggyback’ on brand owner listings through online platforms such as Amazon and eBay while supplying generic, copycat or competitor products.

The result, according to the law firm Pannone Corporate, is a ‘massive loss of sales and brand control.’

Together, Pannone and the British Brands Group will host a full-day seminar which will include representatives from a number of companies leading the fight back against the growing issue.

A guide on the steps brand owners can take to stop being stung by substitute sales will be launched at the seminar.

Among the speakers will be Sam Lucas from RH Smith and Son, the owners of the global fancy dress costume brand, Smiffys.

Melanie McGuirk, IP partner at Pannone Corporate will guide delegates through the issues throughout the course of the day.

She said: “Brand protection is becoming increasingly important in an ever-competitive environment. Substitute selling through online trading platform represents an attack both on consumer choice and brand owners’ rights.

“To help protect brand owners and retailers we have teamed up with the British Brands Group to bring together brand owners and policy representatives to raise awareness of the problem and how we can work together to fight the substitute sellers.”