Vici Brands and Waytoplay Toys enter into a long-term collaboration for the U.S. retail market.

Haarlem / The Netherlands, 27 October 2022 

"We are thrilled to announce that we have partnered with New York-based Vici Brands,” says Waytoplay's founder Sybren Jelles. With Vici Brands, we have found a dedicated and highly effective omni-channel distribution for our products in the up-market retail chains, and we believe we can make real progress in the U.S. retail market. 

According to Deepa Dadlani, the CEO of Vici Brands, “Waytoplay has done branding right and has created a unique product line with broad appeal; importantly, the products foster imaginative play! We are thrilled to be able to launch them with our brick-n-mortar retailers and get the brand into majors such as F.A.O Schwarz and Pottery Barn Kids in the next few weeks.  We will continue set-ups on more EDI retailers in the next months. Our team loves the products and are excited for Waytoplay to be part of the Vici Brands family.”

Waytoplay has been operating in the U.S. market since 2019 where we created a footprint via BtoB and BtoC platforms such as Faire and Amazon.  Having stock in warehouses in three different states, we controlled the U.S. operation from our office in The Netherlands. We knew we missed a local partner with extensive knowledge of the U.S. market to activate the full potential of our brand. With a strong set of complementary brands, retailer network that shops on VICIbrands.com (Vici Brands’s BtoB ordering site), electronic connections to the majors, owned-warehouse that controls fulfillment, and a dedicated marketing team, Vici Brands offers us a full solution for growth.

It was only this September that the first contact between the two companies was made during the MAISON&OBJET in Paris. From then on, the onboarding process moved fast. Both teams worked really hard to make it happen, this way we could see the benefit of this collaboration in Q4, the toy season!  Redirecting shipments from Los Angeles to VICI Brands’ warehouse in New Jersey to the legal side of the collaboration, we did it all very fast yet thoroughly. We would like to thank CEO Deepa Dadlani and Head of Sales Theresa Wong from Vici Brands to have put so much effort together with the Waytoplay team who made this deal happen and added this exciting chapter to our Road Story!

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