It all began in 1950 when Robert Holmgren founded Robetoy at his home in Hisingen, Gothenburg.

Together with his wife Inga-Lisa, he built a company based on play, curiosity and care.

In the 1980s, their son Mikael took over the business and continued to develop the product range. In 2004, we moved to our current warehouse in Partille, a step that enabled us to grow both in Sweden and internationally.

Today, 75 years later, Robetoy is run by the third generation: Charlotte, Henry and Robert, together with their father Mikael.

From our warehouse in Partille, we currently offer over 2,500 products to almost 2,000 retailers across Europe.

Our range combines timeless classics with new trends that inspire creativity and learning.

After 75 years in the industry, we are still looking ahead with the same passion for play, quality and reliable partnerships.

It is in the warehouse in Partille that everything happens. Here, our team works with everything from packing and picking to customer service and logistics. Every product passes through here before being sent on to retailers across Europe.

In 2014, Robetoy acquired Den Goda Fen, a company founded in 1997 by Helena Vis. The brand offers playful costumes for children aged one to ten. The collection includes royal costumes, animal capes, Halloween costumes, accessories and much more. At Den Goda Fen, imagination and creativity are always in focus, giving children the opportunity to become whatever they want to be for the moment.

TELLUS is Robetoys' venture into sustainable and educational toys. The series includes products with the same high play value as always, but with greater consideration for the environment and the people who live here. The collection includes soft toys made from recycled PET bottles, puzzles made from sustainable wood, and construction sets that stimulate curiosity and learning.

We want to show that it is possible to combine play, quality and responsibility.