Elizabethton, Tenn.: Send the Light Distribution has appointed Michael Turner as its first Director of New Market Development, 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 Send the Light Distribution position is part of the company’s increased emphasis on gifts and particularly children’s 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 percent 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 Distribution, and help find new toy brands and lines that can support both 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,” he said.

General market toy suppliers were 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,” said Turner. “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 Gary Chapman, and Bill and Gloria Gaither. Aged 47, Turner and his wife, Elizabeth, have two children.

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

Based in Elizabethton, Tenn., Send the Light Distribution is currently marking its 40th anniversary of service to bookstores, churches, ministries, and suppliers.