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Spielwarenmesse is a specialised trade fair. Tickets can only be purchased by registered trade professionals. Persons under 16 will not be admitted – excluding children up to 6 months.
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Bruder strengthens UK distribution strategy

From 1 January 2026, Robbie Toys became the exclusive online distribution partner for all Bruder products in the UK. With extensive expertise in e-commerce platforms, system integration, real-time stock management and in-house logistics, Robbie Toys was well positioned to strengthen Bruder’s digital retail presence.

Further reinforce Bruder’s position

Bob Newbery, Managing Director of Robbie Toys, said: “We were very pleased to welcome the Bruder brand into our portfolio for 2026. Launching with an initial range of more than 200 products, our objective was to further reinforce Bruder’s position as a well-established brand while offering customers nationwide the convenience of next-day home delivery.”

Two-channel strategy

While Robbie Toys focused on expanding Bruder’s online sales, Alpha Toys continued as the primary partner for the physical retail market, supporting bricks-and-mortar toy retailers and maintaining long-standing relationships across the industry. This two-channel strategy ensured that Bruder toys were accessible across all sales channels.

Source: https://toyworldmag.co.uk/bruder-strengthens-uk-distribution-strategy/ 

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