This first handful of apps has been built by Toymail (and are free), but the startup previously told us it plans to launch paid app content in future — so presumably some third party branded apps will be on way in future, opening up an additional app-based revenue stream for the hardware startup via relevant commercial tie-ups.
Jonathan Pritchard, a retail analyst at Peel Hunt, said that part of the problem was that Sports Direct had become too reliant on its own brands, such as Slazenger, Dunlop and Everlast, with third-party brands such as Nike and Adidas opting to give their best stock to JD Sports to sell.
Where are the major third-party brands on Nokia?
"Carriers don't like third-party brands, especially powerful brands, coming in between them and their customer relationships," says Dhanani.
Xiaomi's retail stores — available online and in physical manifestations — have also opened doors to third-party brands in an effort to broaden product selection.
Meanwhile, another kids app firm, Callaway Digital, teamed up with Hasbro late last year, and FingerPrint, founded by a former LeapFrog exec, partnered with UK's MindShapes and also licensed content from third-party brands like VeggieTales.
"But potentially I can see how our platform could be used for third-party brands, giving them the possibility of using our traffic, our brand and our operations to access consumers in these interesting markets".
It is a cut-throat industry in which a majority of the companies are selling third-party brands and competing with online sites of these brands, such as airlines and hotel chains.
Amazon already works directly with various third-party brands — notably, in 2016 Nike made a u-turn and started selling items directly to Amazon for resale after years of resisting and favoring its own direct-to-consumer and more traditional retail channel approaches, and last year Amazon Fashion worked with Calvin Klein on holiday period pop-ups.
