From the Global Toy News B2B perspective, this partnership between Kroeger Marketing and TOMY International reflects a growing industry focus on strengthening regional distribution partnerships to accelerate brand expansion without building entirely new infrastructure. Canada continues to represent a valuable growth market for globally recognized toy and collectible brands, particularly as retailers look for diversified product assortments that appeal to both kids and kidult consumers.
What makes this deal notable is the range of categories involved — from evergreen preschool and infant brands like Lamaze and Boon to collectible-driven properties such as Kirby, Momiji, and Twinchees. That balanced mix positions TOMY to compete across multiple retail segments while giving Kroeger Marketing strong cross-category opportunities with mass, specialty, and independent accounts. For retailers, streamlined bilingual execution and localized distribution support could become a key advantage as demand grows for internationally recognized brands with proven fan bases and strong storytelling potential.
Canadian Distribution Agreement Strengthens Access to Globally Recognized Brands
TORONTO and OAK BROOK, Ill., May 11, 2026 /CNW/ – Kroeger Marketing, a leading Canadian distributor of toys, games, and family entertainment products, today announced a new strategic partnership with TOMY International, Inc., a U.S. subsidiary of TOMY Company, Ltd., Tokyo, Japan, a globally recognized innovator in toys and collectibles known in Asia under the Takara Tomy brand. This collaboration is set to significantly expand TOMY’s portfolio and presence in the Canadian market. Bringing together Kroeger Marketing’s nationwide retail network and distribution expertise with TOMY’s century-long legacy of innovation, storytelling, will unlock new opportunities across mass, specialty, e-commerce, and independent retail channels.
The agreement comes at a time of continued growth in both the toy and collectibles sectors, driven by evolving consumer demand across multiple age groups. “Canada represents a strong growth opportunity with increasing demand for globally recognized toy and collectible brands,” said Rubin Beige, CEO of Kroeger Marketing. “We are excited to partner with TOMY to introduce and expand its diverse portfolio to Canadian retailers and consumers.”
The initial rollout will span multiple product categories, including preschool, collectibles, vehicles, and creative play. Featured brands entering or expanding in the Canadian market include:
- John Deere — Farm vehicles, construction toys, and ride-ons
- Jixelz — Pixel-based creative building kits
- Kirby — Plush, collectibles, and licensed merchandise
- Lamaze, Boon, and My First Years — Newborn, infant and toddler products
In addition, Fall 2026 will introduce new and emerging collectible lines:
- Momiji — Collectible designer figures and plush
- Twinchees — Collectible licensed figures
With Kroeger Marketing’s established infrastructure and TOMY’s globally trusted brands, the partnership is positioned to enhance product accessibility and elevate the overall retail experience for Canadian consumers.
As distribution ramps up through 2026, retailers across Canada will benefit from streamlined access to TOMY’s expanding lineup, supported by Kroeger Marketing’s expertise in logistics, merchandising, and bilingual market execution.
For more information, including retail inquiries, please visit: https://kroegerinc.com/
About Kroeger Marketing
Kroeger Marketing is a Canadian sales, marketing, and distribution company that connects global consumer brands with retailers nationwide. The company provides logistics, merchandising, bilingual packaging support, and national account management services.
For more information, please visit https://kroegerinc.com/
About TOMY International, Inc.
TOMY International, Inc. is a global designer, manufacturer, and marketer of toys and related products for children and families. Its portfolio includes the TOMY® brand, as well as Lamaze®, The First Years®, and Boon®. TOMY Company, Ltd., its Japanese parent, distributes products across the globe.
For more information, please visit https://us.tomy.com/
