Robetoy AB

Robetoy is a Swedish, family-owned toy wholesaler established in 1950, serving retailers and supermarkets across Europe. The company offers a broad assortment of more than 2,500 products, combining dependable bestsellers with new arrivals that reflect seasonal demand and current trends. Its range includes toys, games, children’s costumes and accessories, as well as products from the Den Goda Fen and Tellus ranges. Tellus features selected bioplastic toys, including cars, trucks, a stacking castle and a shape sorter, and reflects Robetoy’s effort to respond to growing sustainability expectations and changing industry regulations.

Robetoy supplies around 2,000 retailers and reported sales in 29 countries in 2024, with Sweden and Scandinavia among its main markets. Its services include wholesale supply, flexible deliveries and personal customer support, with a focus on helping retail partners maintain profitable, up-to-date shelves. The company also develops mascots and promotional products for businesses, supporting projects from concept through to finished product. Robetoy’s core values include a wide assortment, quick deliveries, attentive service, trend awareness and strong margins.