The commercial fallout engulfing the Sydney Swans has hit the shelves, with Kmart pulling its entire Swans bobblehead range nationwide and BIG W pausing merchandise featuring the club’s five suspended players.

Kmart confirmed the move after The Nightly contacted the retailer, alongside BIG W and JB Hi-Fi, over the future of merchandise featuring Isaac Heeney, Chad Warner, Nick Blakey, James Jordon and Riley Bice.

“We have taken the decision to remove the Sydney Swans bobblehead range from sale online and in stores nationally,” a Kmart spokesperson said.

“As a retailer, we regularly review our product ranges and make decisions based on a range of considerations, including customer and community expectations.

“In this instance, we determined that removing the range from sale was the appropriate course of action while investigations are underway into allegations that have been reported publicly.”

BIG W has also acted, confirming it will pause sales of merchandise featuring the involved players pending the outcome of the matter.

“BIG W regularly reviews products sold in our stores, online, and on the BIG W Marketplace to ensure they align with our values and community expectations,” a spokesperson said.

“We have decided to pause all sales of merchandise featuring the involved players pending the outcome of this matter.”

The affected BIG W products were listed by independent third-party sellers on the retailer’s online Marketplace and were not BIG W products or stocked in its physical stores.

JB Hi-Fi has also been contacted by The Nightly for comment.

The retail response is the latest blow for the Swans after Heeney, Warner, Blakey, Jordon and Bice were suspended for the remainder of the AFL season for breaching club standards following events at the Pullman Hotel in East Melbourne.

Victoria Police is separately investigating a report of sexual assault following an alleged incident at the hotel.

No player has been arrested or charged and the Swans have repeatedly stressed their sanctions are separate to the ongoing police investigation.

The Nightly is not suggesting any wrongdoing by the five suspended players.

The escalating fallout comes as AFL chief executive Andrew Dillon delivered his strongest public comments on the saga on Monday, declaring “respect for women is not negotiable”.

“I have been asked a lot in recent days, what message football should be sending young people and what we should be saying to our kids,” Dillon said.

“For me, the answer is straightforward - it doesn’t matter who you are, it doesn’t matter what you do, whether you’re an AFL footballer - the way we treat women says a lot about who we are as people, as a community and as a game.

“Quite simply, respect for women is not negotiable.”

Dillon also confirmed the five suspended players would be barred from attending next month’s Brownlow Medal ceremony, despite remaining eligible to win the award.

“The actions of five players have fallen well short of the standards our game expects and community deserves,” he said.

“While there are players involved, we cannot lose sight of the bigger picture. More importantly, there are women who have made a report to police and they should be shown care and respect.”

The moves by Kmart and BIG W add to a growing list of commercial consequences stemming from the saga.

Colgate last week confirmed it had suspended its partnership with Heeney pending the investigation.

“We are aware of the reports regarding an investigation by Victoria Police in East Melbourne. We take these matters very seriously and have suspended our partnership with Mr. Heeney pending completion of the investigation. As this remains an active police matter, we will have no further comment at this time”, a spokesperson for Colgate told The Nightly.

Heeney’s recently released Little Isaac Footy Fever children’s books have also been caught in the fallout.

Readings and Gleebooks have said they are removing the books from stores companywide, while Booktopia said it was working with the publisher and continuing to assess the situation.

BIG W had already paused sales of the series in stores and online.

Publisher Allen & Unwin has gone further, pausing promotion of Heeney’s two existing books and publication of a third instalment.

“We view this matter seriously and believe that the women involved deserve respect and support,” Allen & Unwin said.

“We have paused promotion of his two books and the publication of his third book, while the police investigation is under way.”

The Swans handed down the five season-ending suspensions last Wednesday after conducting their own inquiries into the players’ conduct.

Chief executive Matthew Pavlich said the club was “deeply embarrassed and ashamed at the poor choices” made.

“It was staying out late, it was drinking, it was continuing their night, it was bringing women back to the hotel.

“It was a long way short of what we expect of our players,” he said.

“We’re holding them to a really high standard, but they were well short of anywhere near that standard.”

Sydney chairman Andrew Pridham described the bans as a “very significant sanction” that had effectively “torpedoed our season”.

Despite the turmoil, the Swans defeated North Melbourne by 53 points at the SCG on Sunday and will now prepare for their finals campaign without the five suspended players.