The new division is already up and running and offers new and exclusive lines, headed by My First Remote Control which turns any DVD player into an interactive game console. It retails at £14.99 with extra software selling at £6.99. Licensed titles will be introduced to the range in the near future. The product will ship from March.
Commenting on the new development, Treasure Trove’s Kim Carter said: “My First Remote Control is a very exciting product for us and the ideal vehicle for us to break into the direct supply business. We have always focused on delivering our customers good margins and our objective with Treasure Trove Direct is to improve margin delivery for retailers across the industry.”
The company is also currently recruiting a senior industry executive to run the division.