Cryptozoic Entertainment has announced an update to its online E-store policy which ends its own direct-to-consumer sales of trading cards and binders later this month.

The company’s move is in response to retailer requests to help drive consumer purchases to retail stores.  “We recognized the overall need to support our retailers and distributors, we listened to their concerns, and want to show them support by changing the way consumers purchase product” said John Sepenuk, Cryptozoic’s Co-Founder and Co-CEO. “Our overall sales strategy calls for increased support of our retailers and distributors. It makes sense to transition sales from our E-store to thousands of retailers and a larger distribution network.”

The change will begin with The Hobbit: The Desolation of Smaug trading card product, due for release on May 13.