From May 1st, John Crane will partner with sales agency OSS with the aim of improving the service it offers to the independent toy trade.
OSS will take over the sales of the firm's brands in the North of England, the South West and Scotland.
OSS already covers these areas for companies including Simba Smoby and Schleich, so has strong experience, knowledge and understanding of the distribution channel.
"This is an excellent opportunity for OSS and obtaining this fantastic brand to sell in our portfolio shows the progress we have made in becoming a major service agency to larger brands within the independent trade," commented OSS' David Larter.
Jonathan Thorpe, MD of John Crane, added: "I am pleased that John Crane can now support and service the independent part of the industry to the aspirational levels they want to and should demand, rather than the levels that budgetry restraints can possibly put on call frequencies."