Brands

BLDR

Treat your dog to its own Squishmallows toy

BLDR

Build, display and play with your Squishmallows squad

Art Lab

Unleash your creativity

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.

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.

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.

MGA's Miniverse

Make mini replicas of your favorite foods and drinks.

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.

Micromallows

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

Squish-a-longs

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

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.

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.

Nikko

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

Waboba

Waboba offers hours of action with a range of outdoor toys

Waboba Fetch

Fun retrieval toys for all dog-lovers

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.

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.

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.

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

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.

Crazy Sensations

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

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