TOY FAIR 2011: Alpha Toys inks Import Services deal

Chinese supplier takes on Import Services to distribute its products in the UK.
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Alpha Group claims to be China’s largest toy producer of hardline toys. The firm is also a creator of animation for TV/broadcasters and an OEM partner to leading companies including Disney and Bandai.

Alpha is well established in Asian markets and now has plans in place to offer products to European markets.

Alpha markets its own range of Race Tin licensed and proprietary radio controlled cars, SkyRover Helicopters & Auby Infant products under the Auldey brand.

The agreement with Import Services will facilitate the distribution of Alpha product to the UK market by providing inbound transport, customs clearance, storage, high volume order processing, pre-retailing services and outbound distribution to Alpha’s UK customers.

Alpha’s managing director Europe, Andrew Dickson, commented:

"The strength and momentum of our brand makes the timing right for our launch into Europe underpinned by a logistics provider with real distribution knowledge and experience; this combined with their web enabled systems and compelling port based logistics model, makes Import Services a great partner for us."

Import Services’ client services director, Mike Thomas, added:

"We are thrilled to be working with Alpha Animation; this endorsement from China’s largest toy producer specifically recognises the business edge gained from Import Services in serving their retail customers."

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