BABY born

The BABY born® play concept grows with the child. No limits are set in terms of imagination. More than 22 million BABY born® dolls have been sold all over the world since their introduction in 1991.

Baby Annabell

Soft dolls with lifelike charm. Baby Annabell is all about parent/child role play. Explore the world of Baby Annabell. There’s a perfect Baby Annabell for all ages.

L.O.L. Suprise!

The L.O.L Surprise products provide the ultimate unboxing experience with several layers of surprises. Each layer unveils a hint of which L.O.L. doll is hidden inside.

Rainbow High

Rainbow High is high quality fashion dolls in all the colours of the rainbow from the online animated series with the same name.



Squishville is the new mini world of plush collectible characters inspired by the popular Squishmallows.


Na!Na!Na! Surprise is an unboxing focused brand with fashion surprises.


Danspil accounts for a large part of board games in the Nordic countries. They are constantly developing new games and have a great selection of fun and exciting games for all age groups.


Intex have more than 40 years of experience with creating airbeds, pools, spas, toys and more. All centered around quality, value and family time.

Little Tikes

Known for their high quality, innovative children’s products, Little Tikes have more than 40 years of experience with creating children´s products that encourage children to active and imaginative play.


High quality radio controlled vehicles that fuel children’s imagination, stimulate creativity and provide hours of fun play.

BB junior

BB Junior is full of fantastic Ferrari and Jeep vehicles with all sorts of cool features like lights, engine sounds and more for the 1-3-year-old children.

Plop Up

Plop Up is based on a classic game and is today a popular fidget toy well known from TikTok and other media.


Among Us is one of the biggest online games and is one of the most downloaded apps and games in the world, far ahead of world famous games like Minecraft.


A wide range of outdoor active toys including licensed toys with Disney, Marvel, Star Wars and Minions.


Waboba offers hours of action with a range of outdoor toys

Happy Baby

Happy Baby includes modern baby toys in highly durable material and with functions that encourages play and learning day after day.

Happy Friend

A wide range of selected dolls and accessories that give children memorable moments, based on the belief that a doll is a lot more than just a toy for the child who loves it.

Happy Pets

The product range inspires to active play with cute animals with fun electronic features. The Happy Pets love nothing more than to make you happy with each pet moving in their own exciting way.

Juniordesigner logo

Junior Designer

The Junior Designer assortment consists of a wide product range of arts and crafts that is all about the child creating and using its imagination and creativity.

Junior Driver

Junior Driver is a wide concept containing realistic toy cars as well as construction, agricultural- and emergency vehicles. High quality vehicles in well-known car brands and local Nordic types.

Junior Home

A wide range of realistic toys involved in a modern household. The concept includes carefully selected products for classic role-play for children imitating their parents.


Kiddieland is high quality, licensed foot-to-floor and other wheeled products for preschool children. With unique features, special light and sound effects that provide educational learning experiences.

Liquid Lava Putty

With Liquid Lava Putty you won’t be able to keep your hands off it! Stretch it, squish it or simply let it ooze through your hands. Liquid Lava Putty is super versatile and tons of fun to play with.


The Music concept includes a wide range of musical instruments that are carefully selected to encourage children to play music and develop their musical skills.

Paw Patrol

Fun vehicles and other Paw Patrol products from Nickelodeon‘s popular children’s TV series with Marshall, Skye and all their friends.


Bratz is back and more creative than ever!

Airbrush Plush

With Airbrush Plush you can customize the look of your silky plush to suit your mood.

Brawl Stars

Experience the snappy, super-smooth characters from the popular Gang Beasts game as stretchy characters in the physical world.


Trendy, soft and super-sensory plush!

Crazy Sensations

Great colors and unique sensory decorations that you can combine for a fun texting experience.

Crazy Aarons

For over 20 years, the company has been producing genuine Thinking Putty and SCENTsory Putty products that bring joy and wonder to children and adults of all ages.


Roll a plush friend out of a pizza, burrito or fruit! Cutetitos are cute plush surprises you can collect!

Doctor Squish

Create your own squishies.

Dolly Moda

Dolly Moda clothes always fit! The great thing about Dolly Moda is that the clothes can be worn by dolls of different sizes, so dolls can borrow clothes from each other

Xtrem Bots

Xtrem Bots develop STEM Robots with different features.
Get started with XtremBots in the world of robotics. Learn to program in an easy and fun way.


Adorable interactive monkey with 70+ reactions and sounds!


Fugglers are funny, ugly monsters that will ruin your life and warm your heart with their mischievous pranks and truly wacky looks.

Happy Summer

The Happy Summer collection turns the whole world into one big playground for kids of all ages when it’s summer and the sun is shining.

Hasbro Outdoor games

Discover Hasbro’s outdoor games. It guarantees a lot of fun activity outdoors.

Living on the Veg

Collect the hug-friendly Veggies.

Machine Maker

With Machine Maker, kids can build, disassemble and recreate their favorite vehicles over and over again.

MGA's Miniverse

Make mini replicas of your favorite foods and drinks.


Your intelligent, app-connected robotic puppy that’s one of a kind!

My Little Pony

Let your child explore the magical world of My Little Pony with the cute pony characters.


NeeDoh is a world of fidget balls for you to explore – from Super large to Shaggy furry balls, there’s a fidget for everyone.

Nerf Super Soaker

Engage in water-tastic outdoor fun with Nerf Super Soaker water blasters. It’s all about shooting yourselves soaking wet!


Nintendo hardware, games and accessories.

Out Of The Box

Out of the Box is the perfect choice for little hands to create and be creative for hours. It encourages play with minimal mess.


Slot, RC and more.


RC Cars

Pinata Smashlings

The Roblox game that has been making waves all over the world is now coming to life!