Chefclub has announced five new toy distribution partnerships with White Knight Toys (U.S.), Autruche (Canada), Hutter Trade (Germany, Austria, Switzerland), JPM Toys (Benelux) and CMC (Middle East). The companies will be the exclusive domestic agents for Chefclub’s line of kids’ cooking utensils entirely designed to give children independence in the kitchen.

“We are delighted that our products will be distributed by these partners,” says Francois Papyle, commercial director, Chefclub. “We are building a new category in the kid’s market with a holistic approach that includes products, educational content and food-themed entertainment. Our partners already have strong presence in their own market and will distribute Chefclub kids mainly in toy specialists, bookstores, concept stores and DIY stores. Our partners pay close attention to details regarding store execution, consumer experience and service.” 

“The success of Chefclub’s own kids’ line is helping to establish the brand in many markets and is providing a solid opportunity to expand into toy aisles,” says Marie-Laure Marchand, senior vice president global consumer products and business development, Chefclub. “With the help of our licensing partners, we look forward to expanding our toy line categories, especially in role-play, games and art and crafts.” 

Related:Exploring the F&B, Restaurant and Collaboration Market with Chefclub

The line has been designed entirely in-house and aims to provide kids with autonomy in the kitchen, enabling younger kids to cook and making food preparation a whole-family experience. The range includes child-size ergonomic knives with finger guards, measuring cups that use characters in addition to numeric measurements, cookie-cutter sets to create three-dimensional animals and chocolate-covered biscuits and illustrated cookbooks suitable for pre-reading cooks.