In a move to cover the Australian market in a more specialised way, Miniland is introducing a new strategy as part of its international plan.
From 5 March 2023, Axis Toys & Gifts will operate as educational wholesaler for Miniland rather than the retail distributor in Australia and New Zealand, which will now be fulfilled by Modern Brands.
“Axis Toys & Gifts has done an amazing job during these years by introducing and building successfully Miniland´s brand and its values into the Australian and New Zealand market, turning it into a leading brand,” says Juan Carlos Rodríguez, Miniland S.A.
“We are happy to continue this journey with Axis towards the kindergarten/school channel. At the same time, we are very excited to start this new adventure together with Modern Brands, definitely a well-recognised and specialised partner to cover the retail channel.”
Axis Toys & Gifts has worked with the Miniland brand for over 15 years and co-founder Paula Opfer believes change can be a good thing.
“We have been working with the education sector for some time and it’s a great growth area,” she enthuses.
“We are proud to have helped make the Miniland brand a household name. We will continue to support our chosen charities of Children’s Ground and Down Syndrome Australia which Axis Toys & Gifts donates 3.5 per cent of sales proceeds to from the Aboriginal and Torres Strait Islander and Down syndrome ranges since their launch in Australia.
“We also want to take this opportunity to thank our retail partners who have supported the Miniland range and shared this journey with us.”
The current Miniland range is available from Axis Toys & Gifts until 4 March 2023 and the range will be on show at Kids Instyle from 18 to 21 February, Stand 1714K and the Educational range will be on show at the Melbourne Toy Fair from 5 to 8 March, Stand E36.
