Send The Light Distribution has appointed Michael Turner as its first director of new market development. The Elizabethton, Tennessee, distributor appointed Turner to help Christian retail stores find and maximize new revenue streams.

Turner joins the leading Christian resources distributor after nine years with New Day Christian Distributors, where he was responsible for securing exclusive distribution rights for Duck Commander products and introducing general market novelties like silly bands and companies like Melissa and Doug to the Christian retail channel.

His new position is part of Send The Light’s increased emphasis on gifts and particularly on toys to help Christian stores expand their inventory in line with their focus on faith and family values.

“We have always carried gifts, but we really made a more serious thrust in this area 18 months ago, since when we have seen 40% growth in the category,” said Mark Phillips, vice president of sales & marketing. “We have created this new position specifically for Michael, who is well known and respected in the industry.”

Turner said that he was “delighted” to join Send The Light and help find new toy brands and lines that can support Christian stores' financial and ministry goals.

“With moms, grandmothers and aunts among the primary shoppers at Christian retail, these stores are more in line with the toy companies that anyone else,” Turner said.

General market toy suppliers are also open to developing Christian-themed products, if they saw the market potential through sales of other products.

“Not everything has to have a cross on it,” Turner said. “As a family, we go to church, but we also buy regular books and toys, too.”

Turner will remain in Nashville, where he has been involved with Christian resources for more than 20 years. Prior to joining New Day, he worked in the music industry where his clients included Bill and Gloria Gaither and Gary Chapman.

Turner's first addition to Send The Light Distribution's exclusive inventory is Begin Again Toys. The Fort Collins, Colorado-based company produces puzzles, toys and games intended to help children play and learn.

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