Robetoy was founded in 1950 by Robert Holmgren and has since grown to become one of Sweden’s largest toy wholesalers.

With a strong focus on excellent customer service, we offer a wide range of toys and gifts with high margins and fast delivery.

Nearly 75 years later, the Holmgren family is still actively involved in the business — now in its third generation. Inga-Lisa, Robert’s wife and now over 90 years old, still helps out by packing and shipping orders from our warehouse in Partille, just outside Gothenburg. Today, the company is run by Inga-Lisa’s three grandchildren: Henry, Robert, and Charlotte.

Robetoy’s product range is available at nearly 2,000 distributors, retailers, and stores — big and small — across Europe, with a strong presence in Sweden, Norway, and Denmark. We stock over 2,000 different items and aim to maintain a solid balance between reliable core products and exciting new arrivals. We regularly attend trade fairs to stay up to date on market trends. Our webshop is always current and ready for your orders, offering everything from slime and costumes to classic puzzles and games. Product safety is a top priority, and we ensure all our products are tested and compliant with the European Toy Safety Directive.

In 2014, Robetoy acquired Den Goda Fen, a brand founded in 1997 by Helena Vis. The brand specializes in playful dress-up clothes for children aged one to ten. The collection includes royal costumes, animal capes, Halloween outfits, accessories, and more. At Den Goda Fen, imagination and creativity are always in focus — giving children the freedom to become whoever they want to be. As a Robetoy customer, you have full access to Den Goda Fen’s assortment and digital marketing materials via our shared webshop.

Register as a new customer via the link in the main menu, or contact us directly at info@robetoy.se or +46 (0)31-707 14 00.

We look forward to hearing from you!