Santa magic only works for certain things and as a law abiding chap, he's still bound by patents and trademarks, so he can no longer make all toys in his elf work shop with his magic. Due to the changing demands of modern children and modern living he has been forced to adapt unfortunately. Its not just the lack of chimneys on new build houses that Santa has had to adjust to.
Being an enterprising fella, he reorganised his workshop to be more like a wholesale and distribution operation.
But this raised a new problem for him too. He now has to pay for goods from suppliers. So he has set up an order system where parents can either go with the basic Santa package of a couple of presents or pay to top it up, and Santa delivers by sleigh rather than Yodel as he's more reliable.
This way he can pay for all the free presents, that he gives out on the basic package, from the profits of the top ups, so all children get at least something. He also increases his bulk buying ability so gets better deals.
Occasionally, if there isn't enough room on the sleigh service or he is facing stock issues, Santa will outsource his orders through competitors like Amazon. But as a rule he doesn't like to do this.
Its not quite as magical as the old days or like in the movies, but Santa realises that the magic of Christmas is sometimes taken away by knowing exactly how things are done. He was asked by the BBC a couple of years ago, to do a documentary about how things in Lapland have changed over the years, but he resisted doing that. He's pragmatic you see, and tries to maintain as much of that old fashioned magic as he can, just through mystery.