Mattel appoints two distribution partners to boost Nordic region

From January 2016 ToyRock OY and VN LEGETOJ A/S will represent Mattel’s brands.
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Mattel has revealed two new partners to help support the firm’s Nordic region.

ToyRock OY is now representing Finland, while VN LEGETOJ A/S has been appointed to represent Mattel in Denmark, Norway, Sweden, Iceland, Greenland, and Faeroe Island.

Dominic Geddes, VP and country manger of Central Europe at Mattel, said: “We are delighted to be partnering with ToyRock OY and VN LEGETOJ A/S, the Nordics is an important region for Mattel and we are delighted to work with these two dynamic companies to represent our global brands including, Barbie, Hot Wheels, Fisher-Price, Thomas & Friends and Mega Brands.

“We are looking forward to building extensive marketing and retail programmes with them to support the region."

From January 2016, the two companies will represent the Mattel brands portfolio following the end of the Norstar agreement in December 2015.

Mika Kalpamaa, MD of ToyRock OY, added: “We are delighted and proud to represent Mattel and its powerhouse of brands in this important market.”

Keld Nielsen, MD of VN LEGETOJ A/S, commented: “Mattel has a fantastic house of brands and we are delighted to be representing them in the region.

“We have some exciting plans for 2016 and we are looking forward to bring them to life!”


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