Toi-Toys International

What Toi-Toys International does

Toi-Toys International is a Netherlands-based B2B wholesale distributor and importer of affordable toys, founded in 1991 and headquartered in Eindhoven. The company imports toys from manufacturers in the Far East and distributes them to wholesalers, retail chains, and specialty stores across more than 50 countries in Europe and beyond, operating exclusively B2B (requiring KvK registration for Dutch buyers or a valid VAT number for foreign buyers). Its assortment spans over 2,400 articles organized into 46 proprietary product lines covering vehicles, dolls, games, outdoor toys, plush, creative play, and lifestyle products, supplemented by private label and custom-made services. Toi-Toys self-describes as Europe's largest importer of affordable toys, anchored by a 24,500 m² central warehouse with 60,000+ pallet positions and a 1,200 m² showroom in Eindhoven.

The company differentiates through vertically integrated in-house capabilities: a design department with professional printing equipment, a dedicated product photography and lifestyle shoot studio, and an in-house quality testing laboratory supplemented by accredited external testing (SGS, Eurofins). All products carry CE marking and are tested to European standards; the company is FSC certified since 2023, an Amfori BSCI member, and holds a permanent seat on the Dutch Toy Standards Committee. Revenue mechanics are wholesale: account managers organized by region and market segment serve customers via on-site visits, the showroom, a dedicated B2B webshop (app4sales), and major European trade shows including Spielwarenmesse Nürnberg, IAW Köln, and Goodies Ankum. Pricing is quote-based, free delivery is offered on all orders, and first orders require prepayment via proforma invoice.

Name

Toi-Toys International

Legal name

Toi-Toys B.V.

Website

https://toi-toys.com

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

101–250 employees

Short description

Toi-Toys International is a Netherlands-based B2B wholesale importer of affordable toys, founded in 1991. It imports over 2,400 products from Far East manufacturers and distributes them to retailers across 50+ countries from a 24,500 m² Eindhoven warehouse via account managers, webshop, and showroom.

Ownership category

akta.pro rank

Product category

Toy Wholesale Distribution

NAICS

Toy and Hobby Goods and Supplies Merchant Wholesalers (423920), Toy and Hobby Goods and Supplies Merchant Wholesalers (42392)

SIC

Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944), Dolls & Stuffed Toys (3942)

akta.pro industry

PRIMARYCRAOAMAA

Traditional Toys Distribution

Consumer Products & Retail/Wholesale, Distribution & Category Management/Toys, Games & Hobby Products Distribution

SECONDARYCRAOAMAH

Infant & Preschool Toys Distribution

Consumer Products & Retail/Wholesale, Distribution & Category Management/Toys, Games & Hobby Products Distribution

SECONDARYCRAOAMAG

Outdoor Play & Sports Toys Distribution

Consumer Products & Retail/Wholesale, Distribution & Category Management/Toys, Games & Hobby Products Distribution

Keywords

• Toy wholesale distribution
• B2B toy import
• Affordable toys wholesale
• Private label toys
• Toy product sourcing

Headquarters

HQ city

Eindhoven

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. B2B Toy Import & Distribution: Toi-Toys imports affordable toys from manufacturers in the Far East and distributes them to wholesalers and retail chains across Europe and beyond. The company offers a broad assortment of over 2,400 products across multiple categories including vehicles, baby toys, coloring books, games, dolls, and outdoor toys. Products are offered under proprietary brand lines as well as private label and custom-made options.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Toi-Toys International is Europe's largest importer of affordable toys, operating a B2B wholesale model that supplies retailers, chain stores, and wholesalers with more than 2,400 products across 46 proprietary product lines. The company combines Far East sourcing with in-house design, private label development, and quality testing, fulfilling orders from a 24,500 m² warehouse in Eindhoven, Netherlands to customers in over 50 countries. Sales are restricted to registered trade buyers and are not made directly to consumers.

Product overview

Toi-Toys International is Europe's largest importer of affordable toys, operating as a portfolio of 46 proprietary product lines across categories including vehicles (Turbo Racers, Welly, Metal World, RC-Cool, VeHiCool, Ackersville), dolls and figures (Baby Beau, Lauren, Dreamhorse, Horses Pro, Fairy Friends, Ice Princess, Princess Friends), creative play (Kidscovery, Diamond Painting, Chalky Chalk, Slime, Putty, Sculpti-Dough, Stationary), outdoor and water toys (Splash, Play Out, Adrenix), plush and figures (Plush Animals, Animal World, World of Dinosaurs, Roboforces), games and puzzles (Games, Lucky Games, Brainquest), and lifestyle toys (So Kawaii, Glow 'n Fun, Fun, Jewellery, Zazzy, Glamour and Shine, Little Daisy & Friends). The company offers B2B services including a webshop portal for registered business customers, private label and custom made product development, in-house design capabilities, quality testing laboratories, logistics and distribution from their 24,500m2 warehouse, and a 1,200m2 showroom experience in Eindhoven. Their product portfolio encompasses over 2,400 articles spanning baby toys, educational toys, beauty and fashion, plush animals, outdoor toys, role-play costumes, creative hobbies, action figures, board games, and vehicles.

Differentiator

Problem solved

Functional benefit

Brands

• Ackersville: Tractors in various sizes and versions to discover farm life.
• Adrenix
• Animal World
• Baby Beau
• Brainquest
• Chalky Chalk
• Diamond Painting
• Doctor's Office
• Dreamhorse
• Fairy Friends
• Foam Strike X
• Fun
• Funny Poo
• Games
• Glamour and Shine
• Glow 'n Fun
• Horses Pro
• Ice Princess
• Incredibubble
• Jewellery
• Kidscovery
• Lauren
• Little Daisy & Friends
• Little Stars
• Lucky Games
• Mermaids
• Metal World
• My First Pet
• Play Out
• Plush Animals
• Police
• Power Tools
• Pranks & Gags
• Princess Friends
• Pufferz
• Putty
• RC-Cool
• Roboforces
• Sculpti-Dough
• Slime
• So Kawaii
• Splash
• Stationary
• Turbo Racers
• VeHiCool
• Welly
• World of Dinosaurs
• Zazzy

Products and services

• Proprietary Toy Range (46 product lines, 2,400+ SKUs)

Quantifiable outcome

• Weekly new product introductions keep customers ahead of trends
• +1 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• SGScoreOthersAccredited external testing laboratory for toy safety testing. Products are tested at SGS laboratories in addition to in-house testing to ensure compliance with European standards.
• EurofinscoreOthersAccredited external testing laboratory conducting additional product safety testing. Works alongside in-house laboratory and SGS for comprehensive quality assurance.
• Amfori BSCIcoreOthersBusiness Social Compliance Initiative membership requiring suppliers to maintain BSCI C certification or higher, with support provided to suppliers with D certification to achieve C level.
• Brunschot SignmakersminorOthersSignmaker company that collaborated on the company's new office branding, wall visuals, and recognizable Toi-Toys details throughout the headquarters building.

Scale indicators8 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Giochi Preziosi: Italy's largest toy company, importing and distributing a wide range of affordable toys and licensed products across Europe. Closely comparable business model to Toi-Toys as a Southern-European toy importer-distributor serving mass-market retail.
• Vivid Imaginations: UK-based toy company that develops, sources and distributes affordable toys and games to European retailers. Comparable to Toi-Toys as a non-manufacturing B2B toy distributor with proprietary brands and licensed product ranges.
• Simba Dickie Group: German-based toy manufacturer and distributor with a broad affordable-toy portfolio across multiple proprietary brands. Most direct comparable to Toi-Toys in Europe in terms of B2B wholesale model, brand-portfolio strategy, and product breadth.
• Character Group: UK-based designer, manufacturer and global distributor of toys, games and collectibles listed on AIM. Comparable to Toi-Toys in its multi-brand toy distribution model, sourcing from Asia, and broad product portfolio serving mass retail.
• Flair Leisure Products: UK toy distributor managing a portfolio of proprietary and licensed toy brands. Comparable in scale, B2B distribution model, and reliance on imported product to supply European retail chains.

Broad incumbents

• MGA Entertainment: US-headquartered privately-held toy company with brands like LOL Surprise and Bratz. Comparable in affordable-toy portfolio strategy and global retail distribution, though Toi-Toys operates as a distributor rather than IP owner.
• Mattel: One of the world's largest toy companies (Barbie, Hot Wheels, Fisher-Price). Comparable as a major supplier to the same European mass-market and toy-specialty retailers that Toi-Toys serves, though Mattel is a brand-led incumbent rather than an importer/distributor.
• Spin Master: Global toy designer, marketer and distributor of children's entertainment products. Comparable in mid-tier affordable toy positioning and B2B retail relationships across Europe, though materially larger and brand/IP-led.

Emerging players

• Schleich: German manufacturer of figurines and play sets with global distribution including Europe. Comparable in product overlap (plush, figurines, role-play) and European wholesale orientation, but vertically integrated into manufacturing rather than pure distribution.
• Moose Toys: Australian-headquartered toy company with strong affordable-and-trend-driven product ranges distributed globally. Comparable trend-led, fast-moving product approach that competes for the same impulse-toy shelf space Toi-Toys targets with retailers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCh0y-XhKUaYL6QkkckKGwhA
• LinkedInlinkedin.com/company/toi-toys

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Toi-Toys International