Brands

Squishmallows

Squishmallows are collectable plush toys that both kids and adults love worldwide

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.

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.

So Slime

Slime play can be relaxing and fun at the same time!

Squish-a-longs

Adorable, portable, collectable. These Mini-Squish are your 3 cm perfectly squeezable plastic friends.

MGA's Miniverse

Make mini replicas of your favorite foods and drinks.

Airbrush Plush

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

Micromallows

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

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.

Happy Baby

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

Creator

Making your own videos has never been easier and more fun. Studio Creator is a complete kit with professional materials and a complete guide.

BLDR

Build, display and play with your Squishmallows squad

Bratz

Bratz is back and more creative than ever!

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.

Best Friends Furever

Your new furry and interactive best friend

Mush Meez

Soft, sticky and lovable squishable toys

Art Lab

Unleash your creativity

Squishmallows Pets

Treat your dog to its own Squishmallows toy

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.

Crazy Sensations

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

Jelly Bands

Stretchy and scented fashion bracelets with endless creative fun

Nikko

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

Yummiland

Welcome to the super sweet world of Yummiland!

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.

Style 4 Ever

Creative and decorative toys for young fashionistas

Scentos

Scented stationery that turns ordinary drawing into a multisensory experience

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.

Music

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.