Wooden toy supplier John Crane has revamped its web presence in a bid to improve consumer interaction with the brand, while maintaining its commitment to retail.
In a statement the company said: "John Crane still maintains its position of not selling directly to the public therefore helping their retailers gain more sales."
The website keeps its Retailer Only area, where shop owners can place orders, check stock and download product images.
As part of the relaunch, John Crane has started a new initiative: The John Crane Gold Retailer, which will offer rewards to outstanding clients, such as being listed as a preferred stockist for consumers to visit and buy from.
Product pages have also been improved - consumers can write reviews and share the toys with Facebook and Twitter buttons. Videos are also set to be introduced soon.
The search function of the website has been streamlined – now toys are searchable by names, brand names and age ranges.
To find out if your shop qualifies as a John Crane Gold Retailer email: firstname.lastname@example.org.