myToys.de GmbH

What myToys.de GmbH does

myToys.de GmbH was a Berlin-based online retailer founded in 1999 that sold toys, baby equipment, children's clothing, books, vehicles, and children's furniture directly to families with children in the German (DACH) market. The company operated as a horizontal direct-to-consumer e-commerce platform aggregating multiple children's-product categories (Spielzeug, Ausstattung & Pflege, Kinderkleidung, Kinderfahrzeuge, Kindermöbel) under one storefront, with access to leading brands such as LEGO, Steiff, VTech, and Clementoni, and historically pursued inorganic growth through the 2013 acquisitions of mirapodo and Limango and a 2017 funding round from SevenVentures.

The business model was a one-time-sale retail model with no recurring subscription tier, monetizing through individual product transactions at price points ranging roughly from €17.99 to €349.00, with a marketing channel built around an owned email newsletter. The company's core technology was a standard e-commerce storefront; no proprietary AI/ML capabilities, APIs, SDKs, or mobile apps are documented in the available sources.

In October 2023, myToys.de GmbH was acquired by Toysino GmbH for an undisclosed sum as part of a strategy to expand Toysino's brand presence and product range in the German market. Following the acquisition, the standalone myToys.de online shop was permanently discontinued in 2024, and the brand, product catalog, and customer newsletter were migrated onto otto.de, operated by Otto GmbH & Co. KGaA. The standalone GmbH is now recorded with an operating status of 'closed', and its commercial activity continues only as a category inside the OTTO marketplace.

Name

myToys.de GmbH

Legal name

myToys.de GmbH

Website

https://mytoys.de

Company type

Private

Founded year

1999

Operating status

Closed

Headcount range

1,001–5,000 employees

Short description

myToys.de GmbH was a Berlin-based direct-to-consumer online retailer founded in 1999, selling toys, baby equipment, children's clothing, and furniture to German families. Following its 2023 acquisition by Toysino GmbH, the standalone shop was discontinued and the brand was integrated into the OTTO marketplace at otto.de.

Ownership category

akta.pro rank

Product category

Online Toy Retail

NAICS

Hobby, Toy, and Game Retailers (459120), Clothing and Clothing Accessories Retailers (458110)

SIC

Retail-Hobby, Toy & Game Shops (5945), Retail-Family Clothing Stores (5651)

akta.pro primary industry

Baby, Kids & Maternity Online Retailers (CRAFADAI)

akta.pro secondary industry

Traditional Toy Stores (CRALAFAA)

Keywords

• Online toy retail
• Children's products
• Baby equipment
• Kids fashion
• Children's furniture

Headquarters

HQ city

Berlin

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Operations, Supply Chain, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Product Sales: myToys.de operated as an online retailer generating revenue through the sale of toys, children's equipment, clothing, vehicles, and furniture directly to consumers in the German market.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

myToys.de GmbH operated a German online retail shop selling toys, baby equipment, children's clothing, books, children's vehicles, and children's furniture directly to consumers. The standalone myToys online shop has been discontinued and its product assortment has been migrated to otto.de, where the myToys brand continues to be offered through the OTTO marketplace platform.

Product overview

myToys.de GmbH operated a single online retail platform (myToys Online Shop) that has been migrated to otto.de following acquisition by Toysino GmbH. The offering was a unified e-commerce platform selling toys and children's products across multiple categories including Spielzeug (Toys), Ausstattung & Pflege (Equipment & Care), Schreiben & Basteln (Writing & Crafts), Bücher & Hörbücher (Books & Audiobooks), Kinderkleidung (Children's Clothing), Kinderfahrzeuge (Children's Vehicles), and Kindermöbel (Children's Furniture).

Differentiator

Problem solved

Functional benefit

Products and services

• myToys Online Shop German online retail destination offering toys, baby equipment, crafts, books/audiobooks, children's clothing, children's vehicles, and children's furniture from major brands such as LEGO, Steiff, VTech, Clementoni, BoGi, and lionelo. The standalone shop has been discontinued; products now sold through otto.de.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• OTTO (Otto GmbH & Co. KGaA)coreChannel Partner/ Reseller/ DistributormyToys.de has been fully integrated into the OTTO marketplace. The myToys online shop was permanently discontinued and all products are now available on otto.de. Customers are directed to shop myToys products through the OTTO platform.

Scale indicators2 records

Recent moves5 records

Expansion highlights3 records

Direct peers

• Pinolino: German specialist in children's furniture and baby equipment sold both online and through retail; comparable to myToys' Kindermöbel category and target parent demographic.
• BabyOne: German specialty retailer and online shop for baby equipment, toys and kids products; shares myToys' target customer (families with young children) and overlapping baby/kids merchandise mix.
• JAKO-O: German mail-order and online retailer specializing in outdoor, adventure and creative products for families with children; overlaps with myToys' toys, crafts and kids-vehicles assortment.
• mirapodo: German online shoe retailer originally acquired by myToys in 2013; a comparator for myToys' multi-category e-commerce playbook and D2C operating model in Germany.
• Smyths Toys Superstores: Pan-European toy and games retailer with significant German and DACH online presence; competes for the same toys and games shelf of the family-shopper wallet as myToys.
• Limango: Online flash-sale and members-only retailer for families and children, originally acquired by myToys in 2013; remains a Germany-based direct peer in the kids/family discount category.
• Kidsroom.de: Specialty German online retailer of baby equipment, prams, car seats, toys and kids furniture; highly comparable to myToys' Kindermöbel/Ausstattung & Pflege categories.
• Otto GmbH & Co. KGaA (OTTO): Germany's largest online department-store style marketplace and now the integration host for myToys' products; directly comparable general-merchandise D2C platform serving the same German family shopper with overlapping categories including toys.

Broad incumbents

• Zalando (Kids category): Europe's largest online fashion platform with a dedicated Kids & Baby store; directly comparable for myToys' Kinderkleidung category and competes for family apparel spend in Germany.
• Amazon Germany: Largest German e-commerce generalist with deep toys, baby and kids apparel assortment; competes head-on with myToys for the same family-shopper wallet and uses the same marketplace delivery model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights6 records

Customer concentration

• Xx.com/mytoysredaktion
• Facebookfacebook.com/mytoys
• LinkedInlinkedin.com/company/mytoysshop

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about myToys.de GmbH