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Five New Toy Partners for CHEFCLUB

<strong>Five New Toy Partners for CHEFCLUB</strong>

Chefclub, Europe’s leading food-themed content studio announces five new toy distribution partnerships with­­ White Knight Toys (USA), Autruche (Canada), Hutter Trade (Germany, Austria, Switzerland), JPM Toys (Benelux), and CMC (the Middle East).  The companies will be the exclusive domestic agents for Chefclub’s unique line of kids cooking utensils entirely designed to give children independence in the kitchen.

The deal was announced by Francois Papyle, Chefclub’s Commercial Director: “We are delighted that our products will be distributed by these partners. 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. They are ready to hit 2023 and maximize Chefclub kids presence in stores!

Marie-Laure Marchand, SVP Global Consumer Products & Business Development, Chefclub, added, “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. With the help of our licensing partners, we look forward to expanding our toy line categories, especially in role-play, games, and art & crafts.”

Chefclub’s kids product line has been designed entirely inhouse with the primary objective of giving kids autonomy in the kitchen, enabling younger kids to cook, and making food preparation a whole-famil;y, sharing experience. These include child-size ergonomic knives with finger guards, measuring cups that use characters in addition to numeric measurements, cookie cutter sets to create 3-dimensional animals and chocolate covered biscuits, and fully illustrated cookbooks suitable for pre-reading cooks. Outside of the kids range, Chefclub also has a 50-piece cookery line with leading company Tefal (Chefclub by Tefal) available across Europe at retail and on Amazon, as well as 24+ cookbooks based on their on-line recipes.

All of Chefclub’s consumer products stand apart for the inhouse research and development that integrates the needs and trends of their vast online community of content consumers: Their  videos garner well over 2.5 billion monthly views across many digital, AVOD, SVOD and fast channels such as Pluto TV, Samsung Plus, Pinterest, YouTube, Snapchat and their own proprietary channels. 

This unique pre-existing brand awareness not only provides direct, interactive marketing support for the brand, but also delivers customized marketing research in real time. Further support for the Chefclub brand comes from live events and promotions, such as its recent collaboration with Klepierre Shopping Malls and the flunch restaurant chain in France, as well as a new animated series Chefclub Adventures (52 x 11) launched at Mipcom with Somewhere AnimationMediawan Kids & Family’s 2D animation label.

With 150 million global subscribers – half in the US and UK – the company has become an unrivaled producer of food-themed entertainment from its ten in-house studios in Paris. 

Chefclub will attend the Atlanta Market Show at White Knight’s stand from January 11-15, and Spielwarenmesse in Nürnberg at the Hutter Trade Booth Hall 10,1 Booth A 08.

About The Author

Rebecca Ash

Rebecca is the Editorial Director at Total Licensing Ltd. She can be reached at

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