Company Profile - Pavilion Distribution

Getting to know Pavilion Distribution

Although Pavilion started as a video games distributor 12 years ago, it has now transitioned into a merchandise distributor with a focus on anime and Japanese brands and a catalogue of nearly 2000 in-stock lines. Zak Kilburn, Licence manager, tells Toy World all about the company and what it brings to the toy market and its customers.

Can you tell us a little about the history of Pavilion Distribution?

Pavilion Distribution was started 12 years ago as a video games distributor. As the market for physical games distribution slowed, we made the transition to merchandise distribution, focusing on anime figurines as we felt there was a lack of distributors representing Japanese brands/manufacturers in the market. We specialise in innovative collections and manufacturers that don't yet have widespread distribution in the UK.

How has the company changed since it started?

The company has evolved, especially within the last few years, as we have taken on board bigger, more recognised suppliers that aren’t typically seen on shelf in the UK - without huge import fees or MOQs. Now, customers can visit the Pavilion webstore and discover products from brands like Youtooz, ReMent and Dark Horse to order. We’ve gone for the one-stop shop approach that makes it easier for buyers and are constantly adding new manufacturers and brands to expand this.

We're also running events for our manufacturers, so the Pavilion team will be at Toy Fair and both MCM Comic Cons. This year, we have expanded into Europe and will be attending Japan Expo in Paris with Bushiroad and Crux, and Gamescom in Germany with Youtooz.

What are the key ranges Pavilion offers that would be ideal for toy retailers?

At the moment, Youtooz, which we have partnered with in the last couple of years, is a runaway success. It’s a Canadian vinyl and plush figurine company that started online offering a wide selection of YouTuber, cartoon and anime figurines, and since then its has exploded in popularity and expanded its catalogue. Fans in the UK/Europe are happy they can buy these lines without US shipping involved; we take them to Comic Con twice a year and the reaction is the best we've ever seen at manufacturer stands.

Youtooz is expanding its range to include even more exciting merchandise. The company has been at the forefront with popular craze franchises such as FNAF, Cult of the Lamb, Hazbin Hotel, Helluva Boss, Avatar, Chainsaw Man, Full Metal Alchemist and Call of Duty.

Our Blind Boxes work brilliantly for both retailers and consumers. They're a real growth area of the market, fitting neatly into the anime boom, and we work with a wide range of suppliers including ReMent, Beast Kingdom and more. Noodle Stoppers from Furyu have also emerged as an extremely popular product. They offer a great price point and are beautifully detailed and posed figurines that can be used to sit on instant noodles as they cook. Noodle Stoppers hits all the key franchises too, including Hatsune Miku, Demon Slayer, Jujutsu Kaisen, Hunter x Hunter, Spy Family, Overlord and Sakamoto Days.

How is the company approaching the toy market?

Our mission statement has always been simple: getting the best merchandise into the UK market. We've always offered a "supermarket" style experience, with retailers able to come and choose what they want, in the quantity they want, with no minimums or restrictions. We're very pro-active about the movement of stock too, so we’re always here to help if things haven’t sold or have moved too quickly. We don’t want customers’ money tied up in hitting box quantities or in stock that simply doesn’t work for them.

Our most recent addition to the team is Dean Cotton, who we brought on board to provide next level service to our amazing network of independents. He will be travelling across the UK (from Wales to Norwich and anywhere in between) to bring the latest products to stores and be a familiar face the indies can reach out to for anything. We will also be expanding to cover the rest of the UK over the coming year.

What support can Pavilion offer new toy accounts to help them make the most of the Kidult category?

We have no minimum order, no box quantities, free shipping over £150 (ex VAT), no upfront payment on pre-order, an easy-to-use B2B webstore and now our travelling account manager, Dean.

We pride ourselves on working with our customers to provide them with the best offer for their store and in the best quantities. We are flexible and due to the large number of varied customers, we can work out exit strategies if something doesn’t work for them. We are very approachable and happy to help, no matter how big or small the problem seems.

What are your aspirations for the toy market?

We want to bring interesting, unusual, top-quality collectibles and merchandise from all the best franchises at great, accessible pricing. We want to make customers feel like we used to, when we visited our local comic and pop culture stores.

What brands do you work with?

There’s a wide variety, including the aforementioned Youtooz, Bushiroad, ReMent, Furyu and Dark Horse, as well as Good Smile Company, Beast Kingdom, Abystyle, First 4 Figures, JoyToy, EXG Pro, Square Enix, Jazwares, Total Anime, Prime One, The Noble Collection and more. We are adding more every month too, so keep checking back for the freshest offers.

How can readers get in touch with Pavilion Distribution?

Our full catalogue of nearly 2000 in-stock lines and 1000+ pre-orders can be found at www.shop.paviliondistribution.co.uk. All a retailer needs to sign up to browse is their store name, email and contact details.

The team can also be reached on 01902 587025 or by emailing Jazz Devsi (jazzd@paviliondistribution.co.uk) or Dean Cotton (deanc@paviliondistribution.co.uk).