Harvey Wholesale Ltd

What Harvey Wholesale Ltd does

Harvey Wholesale Ltd is a privately owned toy importer and wholesale distributor headquartered in Auckland, New Zealand, founded in 2002 by Vaughan Harvey, who continues to lead the business as owner. The company operates on a trade-only basis, supplying retail stockists across New Zealand through a login-gated B2B portal and excluding direct consumer sales. It self-describes as New Zealand's leading independent toy importer and distributor.

The company's product portfolio aggregates exclusive New Zealand distribution rights for major international toy brands including Zuru, VTech, LeapFrog, Maisto, Bburago, Playmonster, Funrise (CAT), Cra-Z-Art, My Fairy Garden, Shimmer n Sparkle, and Gazillions, spanning electronic learning toys, die-cast and radio-control vehicles, water blasters, construction toys, plush, dolls, scooters, slime, and board games. Distribution operates through a B2B e-commerce portal offering Quick Order, Saved Lists, Wishlist, and shopping cart functionality for registered trade customers, but no proprietary technology, API, or developer-accessible platform is in evidence. Marketing activity is limited to organic social channels (Instagram, Facebook, Twitter, YouTube) and email newsletters targeted at trade buyers.

Revenue is generated through wholesale distribution margins on toys sourced internationally and sold to New Zealand retailers. Pricing is not publicly disclosed and is available only to registered trade customers, with a volume-based, pay-as-you-go billing model. The customer base spans enterprise chains (The Warehouse, Farmers, Toyworld, Mighty Ape, Chrisco, Paper Plus, Whitcoulls, The Nile), mid-market specialty retailers (Baby Factory, Moore Wilson), and independent SMB stores (Young Reflections). No revenue, headcount, or financial performance figures are disclosed.

Name

Harvey Wholesale Ltd

Legal name

Harvey Wholesale Ltd

Website

https://harveywholesale.co.nz

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

1–10 employees

Short description

Harvey Wholesale Ltd is a privately owned New Zealand toy importer and wholesale distributor founded in 2002, holding exclusive distribution rights for international brands including Zuru, VTech, LeapFrog, and Maisto to supply trade retailers across New Zealand.

Ownership category

akta.pro rank

Product category

Toy Wholesale Distribution

NAICS

Toy and Hobby Goods and Supplies Merchant Wholesalers (423920)

akta.pro primary industry

Traditional Toys Distribution (CRAOAMAA)

akta.pro secondary industries

Hobby & Model Kits Distribution (RC, Scale Models, Miniatures) (CRAOAMAD), Digital/Interactive Toys & Accessories Distribution (CRAOAMAJ)

Keywords

• Toy wholesale distribution
• Toy import services
• International toy brands
• Wholesale toy supplier
• Trade toy distribution

Headquarters

HQ city

Rosedale

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Toy Wholesale Distribution: Revenue generated through wholesale distribution of toys to trade customers including retailers, toy stores, and stockists across New Zealand. Products are sourced from international toy manufacturers and distributed domestically.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Harvey Wholesale Ltd imports and wholesale-distributes a broad portfolio of branded toys from international principals (Zuru, VTech, LeapFrog, Maisto, Bburago, CAT/Funrise, PlayMonster, Cra-Z-Art, Tony Hawk, Bayer, etc.) exclusively to New Zealand trade customers. The Auckland-based operation sources product internationally and supplies national retail chains, independent toy stores, and online retailers through a B2B online ordering portal with login-protected wholesale pricing.

Product overview

Harvey Wholesale Ltd is a privately owned toy importer and distributor based in Auckland, New Zealand, founded in 2002. The company operates as a trade-only wholesale platform serving retail stockists across New Zealand. They represent major international toy companies on an exclusive distribution basis including Zuru, VTech, LeapFrog, Playmonster, Maisto, Funrise (CAT), Cra-Z-Art, and Bburago. Their product portfolio spans multiple categories including electronic learning toys (LeapFrog, VTech), die-cast vehicles (Maisto, Bburago), water toys and blasters (Zuru X-Shot, Bunch O Balloons), plush toys, dolls, construction toys, and general toys. The company also stocks Licensed and Trademarked products. Their wholesale platform offers trade customers features including Quick Order, Saved Lists, Wishlist, and a shopping cart system.

Differentiator

Problem solved

Functional benefit

Products and services

• Zuru branded toy range Wholesale supply of Zuru's branded toy lines including X-Shot, Bunch O Bubbles, Robos Alive, and Mini Brands to New Zealand retail trade customers.
• VTech electronic learning toys Wholesale supply of VTech electronic learning toys to New Zealand retailers for resale.
• LeapFrog learning toys Wholesale supply of LeapFrog learning toys to New Zealand retail trade customers.
• Maisto Die Cast vehicles Wholesale supply of Maisto die-cast model vehicles to New Zealand retailers.
• Maisto Radio Control vehicles Wholesale supply of Maisto radio-controlled vehicles to New Zealand retail trade customers.
• Bburago die-cast vehicles Wholesale supply of Bburago die-cast model vehicles to New Zealand retailers.
• Funrise CAT construction toys Wholesale supply of Funrise-branded CAT construction toy lines to New Zealand retail trade customers.
• PlayMonster toy ranges Wholesale supply of PlayMonster-branded toy lines (including My Fairy Garden, Tonka, and Shimmer 'n Sparkle) to New Zealand retailers.
• Cra-Z-Art toy craft and activity ranges Wholesale supply of Cra-Z-Art craft and activity toy ranges to New Zealand retail trade customers.
• Tony Hawk Skateboards Wholesale supply of Tony Hawk branded skateboards to New Zealand retailers.
• Bayer prams, dolls, and medical play sets Wholesale supply of Bayer-branded dolls, prams, and medical play sets to New Zealand retail trade customers.
• B2B online trade ordering portal Login-protected wholesale ordering website providing trade customers with live wholesale pricing, Quick Order, Saved Lists, and Wishlist functionality for placing toy orders online.

Named customers11 records

Segments1 record

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered core and major.

• ZurucoreChannel Partner/ Reseller/ DistributorInternational toy company for which Harvey Wholesale holds exclusive distribution rights in New Zealand. Products include X-Shot guns, Bunch O Bubbles, Robos Alive, Mini Brands, and various toy lines.
• VTechcoreChannel Partner/ Reseller/ DistributorEducational toy company represented by Harvey Wholesale in New Zealand with exclusive distribution rights. Products include electronic learning devices and educational toys.
• LeapFrogcoreChannel Partner/ Reseller/ DistributorEducational toy company for which Harvey Wholesale has distribution rights in New Zealand. Products include learning tablets, interactive books, and educational toys.
• PlaymonstermajorChannel Partner/ Reseller/ DistributorInternational toy company represented by Harvey Wholesale in New Zealand.
• MaistocoreChannel Partner/ Reseller/ DistributorDie-cast and radio control toy company represented by Harvey Wholesale in New Zealand. Products include die-cast vehicles, radio control cars, and related toy lines.
• Funrise (CAT)majorChannel Partner/ Reseller/ DistributorToy company for CAT branded toys represented by Harvey Wholesale in New Zealand.
• Cra-Z-ArtmajorChannel Partner/ Reseller/ DistributorArt and craft toy company represented by Harvey Wholesale in New Zealand.
• BburagocoreChannel Partner/ Reseller/ DistributorPremium die-cast toy company represented by Harvey Wholesale in New Zealand. Products include high-detail collectible vehicles including F1 cars and supercars.
• My Fairy GardenmajorChannel Partner/ Reseller/ DistributorToy brand represented by Harvey Wholesale in New Zealand, specializing in fairy garden playsets.
• Shimmer n SparklemajorChannel Partner/ Reseller/ DistributorCraft and beauty toy brand represented by Harvey Wholesale in New Zealand.
• GazillionsmajorChannel Partner/ Reseller/ DistributorBubbles toy brand represented by Harvey Wholesale in New Zealand.

Scale indicators2 records

Recent moves6 records

Expansion highlights3 records

Broad incumbents

• Mattel: Global toy giant (Barbie, Hot Wheels, Fisher-Price). Relevant as a principal whose distribution choices (direct-to-retail vs. via ANZ wholesalers) shape Harvey Wholesale's addressable opportunity set.
• Moose Toys: Australia-based major toy company with global distribution and in-house brand development (e.g., Shopkins). Comparable as a regional toy powerhouse operating across the ANZ toy wholesale channel alongside Harvey Wholesale's principals.
• Spin Master: Global toy manufacturer and brand owner (PAW Patrol, Hatchimals). Comparable as the principal side of relationships Harvey Wholesale mediates — Harvey distributes competing or complementary brands, but Spin Master's market behavior shapes Harvey's principal dynamics and category trends.
• Hasbro: Global toy and games company (NERF, Play-Doh, Transformers). Comparable principal/category peer whose ANZ distribution strategy affects Harvey Wholesale's competitive positioning.

Emerging players

• Zuru: Global toy company and Harvey Wholesale's largest disclosed principal (X-Shot, Bunch O Balloons, Mini Brands). Comparable as both a key supplier and an emerging global brand owner with growing in-house distribution capability that could bypass Harvey Wholesale over time.

Direct peers

• Toy Network: Australian toy distributor representing multiple international brands for ANZ retail channels. Comparable as a regional toy wholesale distributor with overlapping brand principals and similar B2B trade-customer model.
• Hunter Leisure: New Zealand-based wholesale distributor of toys, sporting goods, and outdoor recreational products. Directly comparable business model — NZ-headquartered, B2B wholesale distribution to retailers, importing international brands for the local market.

Regional players

• Vivid International: Australian-headquartered toy company with distribution across ANZ and international markets. Comparable as a regional toy brand-owner/distributor operating in adjacent geographic territory with overlapping retail relationships.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/harveywholesale
• YouTubeyoutube.com/user/HarveyWholesale
• Facebookfacebook.com/HarveyWholesale
• Instagraminstagram.com/nztoys
• LinkedInlinkedin.com/company/harvey-wholesale-ltd

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Harvey Wholesale Ltd