US tech toy firm Hexbug is shifting its focus back to the independent toy retailer in a new partnership with the UK sales group, OSS.
Under the new partnership, the company is looking to work closer with independent retailers, ahead of the launch of a new range of Hexbug toys this year.
These new lines will include products exclusively for the independent channels.
“We are excited that this new partnership will allow us to work more closely with independent retailers,” said Daniel Richardson, European sales director at Innovation First, the team behind Hexbug.
“The independent channel is a very important part of our business and working with OSS – who are specialists in this channel – will deliver a complete sales service across the UK and Ireland.”
The company plans to offer lines from its new Hexbug nano V2 neon and glow in the dark ranges exclusively to independent retailers when it launches later this year.
The team is also launching a new VEX Robotics by Hexbug range in 2016, slated to be one of its biggest product launches to date.
“We know how aggressive the market place becomes, especially in the run up to Christmas, and by launching an independent only range we feel this shows our intent to support the channel.
“It will also help us forge great partnerships ahead of some exciting product launches in 2016.”
Rob Daykin from OSS, added: “We are delighted to be working with Innovation First, we love the Hexbug range and it fits perfectly with our portfolio.
“We are looking forward to working with customers across the UK and Ireland to continue to build the brand and grow sales. Our dedicated and specialist team is extremely committed to offering a great service to new and existing customers alike.”
The new partnership will officially commence from August this year.