Top Toys

What Top Toys does

Top Toys is a Spanish B2B toy distribution and brand representation company headquartered in Les Franqueses del Vallès, Barcelona. Founded in 1997, the company acts as an intermediary between international toy manufacturers and domestic toy retailers (jugueterías) across Spain, curating and distributing a portfolio of approximately 14 brands including Djeco (its flagship 'marca estrella'), Imanix, Trunki, Ludi, Smartivity, Svoora, Hoppstar, Sumsun, B. You, Citron, iMMaster, TickIt, Souza for kids, and Doudou et Compagnie. Category coverage spans puzzles, educational and wooden toys, musical toys, crafts, STEM/STEAM construction kits, ride-ons, plush/baby toys, and decorative room items.

The company has no proprietary technology platform and no AI-driven products; its competitive value is in the curated brand portfolio, distribution logistics, and brand representation services rather than software. Revenue is generated through B2B distribution margins and brand representation agreements, with no public pricing or revenue disclosures; Top Toys does not operate direct-to-consumer, and its products reach end consumers exclusively through third-party toy retailers.

Top Toys maintains ongoing market presence through an industry blog/news portal, an email newsletter subscription, and participation in Spanish trade fairs (Intergift 2022 and 2024). Its flagship partner brand Djeco was awarded two gold medals at the Junior Design Awards 2021 (Best Toy Brand, and Best Toy Design 3–5 for the Zig&Go Music set), reinforcing Top Toys' positioning around premium, design-credentialed international brands in the Spanish toy market. The firm remains privately held with no disclosed external investment or ownership changes.

Name

Top Toys

Legal name

TOP TOYS

Website

https://toptoys.es

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

11–50 employees

Short description

Top Toys is a Spanish B2B toy distributor and brand representative, curating international toy brands (including flagship Djeco) for sale through toy retailers across Spain. Founded in 1997 and based in Barcelona, the company focuses on quality, educational, and design-led toys.

Ownership category

akta.pro rank

Product category

Toy Distribution & Brand Representation

NAICS

Toy and Hobby Goods and Supplies Merchant Wholesalers (423920)

akta.pro primary industry

Traditional Toys Distribution (CRAOAMAA)

akta.pro secondary industry

Digital/Interactive Toys & Accessories Distribution (CRAOAMAJ)

Keywords

• Toy distribution services
• Educational toys wholesale
• Brand representation services
• Children toys supply
• Wholesale toy distribution

Headquarters

HQ city

Barcelona

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Toy Distribution and Brand Representation: Top Toys generates revenue by distributing toys from multiple brands to toy retailers across Spain, and by representing certain brands as their official representative. They act as an intermediary between international toy manufacturers and domestic toy stores (jugueterías).

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Top Toys is a Spanish B2B distributor and brand representative that imports and resells a curated portfolio of international toy brands to toy retailers (jugueterías) across Spain. The company holds distribution or representation rights for brands including Djeco (flagship), Imanix, Sumsun, Svoora, Smartivity, Trunki, Ludi, Hoppstar, Souza for kids, Doudou et Compagnie, B. You, Citron, TickIt, iMMaster, Motrix, Weibo, Koco, and Giiker, supplying educational toys, wooden toys, puzzles, crafts, musical toys, and baby toys to the Spanish retail channel.

Product overview

Top Toys is a Spanish toy distribution company that distributes and represents a portfolio of international toy brands for sale through toy stores across Spain. The company operates as a B2B distributor and brand representative, offering retail partners access to a curated selection of quality toys for children of all ages. The core product portfolio includes distributed brands such as Djeco (their flagship brand with the most extensive sub-category coverage), Imanix, Sumsun, Svoora, Smartivity, Trunki, Ludi, Hoppstar, and represented brands including Souza for kids and Doudou et Compagnie. The Djeco brand is the primary distributed line, featuring an extensive range organized into product sub-categories including toys for early age, musical toys (Animambo), wooden puzzles and insert toys, magnetic educational games, imitation games, music boxes, Arty Toys (articulated figurines), dollhouses, construction games, educational games, puzzles, magic sets, games, card games, parties and birthdays, Little Big Room (decorative items for children's rooms), Lovely Paper (stationery and paper products), and craft/art supplies. The company serves toy retailers by providing access to these branded products through their distribution network in Spain.

Differentiator

Problem solved

Functional benefit

Products and services

• Djeco

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

14 partnerships are on record, tiered core and minor.

• DjecocoreChannel Partner/ Reseller/ DistributorDjeco is Top Toys' flagship brand, distributed in Spain. Djeco is a renowned French toy manufacturer known for imaginative, creative, and educational toys across categories including puzzles, games, arts & crafts, musical toys, and baby toys. Top Toys describes Djeco as their 'marca estrella' (star brand).
• ImanixcoreChannel Partner/ Reseller/ DistributorImanix is a magnetic building toy brand distributed by Top Toys in Spain. Known for its geometric magnetic tiles that stimulate creative play and learning.
• Souza Happy FantasycoreChannel Partner/ Reseller/ DistributorSouza Happy Fantasy is represented by Top Toys in Spain. The brand is known for children's fantasy-themed toys and costumes, appealing to imaginative play.
• DoudoucoreChannel Partner/ Reseller/ DistributorDoudou et Compagnie is represented by Top Toys in Spain. The brand specializes in soft toys, comfort dolls, and plush toys for babies and young children.
• SvooraminorChannel Partner/ Reseller/ DistributorSvoora is a toy brand distributed by Top Toys in Spain, featuring wooden toys and puzzles with educational and creative focus.
• SmartivityminorChannel Partner/ Reseller/ DistributorSmartivity is a toy brand distributed by Top Toys in Spain, known for STEM-based construction toys and activity kits.
• TrunkiminorChannel Partner/ Reseller/ DistributorTrunki is a toy brand distributed by Top Toys in Spain, famous for ride-on luggage for children that doubles as a toy.
• LudiminorChannel Partner/ Reseller/ DistributorLudi is a toy brand distributed by Top Toys in Spain, offering a range of play-oriented toys for children.
• HoppstarminorChannel Partner/ Reseller/ DistributorHoppstar is a toy brand distributed by Top Toys in Spain, focusing on active play and outdoor toys.
• SumsunminorChannel Partner/ Reseller/ DistributorSumsun is a toy brand distributed by Top Toys in Spain, part of their portfolio of educational and creative toys.
• iMMasterminorChannel Partner/ Reseller/ DistributoriMMaster is a toy brand distributed by Top Toys in Spain, offering interactive and educational toys.
• B. YouminorChannel Partner/ Reseller/ DistributorB. You (B.toys) is a toy brand distributed by Top Toys in Spain, known for creative and musical toys.
• CitronminorChannel Partner/ Reseller/ DistributorCitron is a toy brand distributed by Top Toys in Spain.
• TickItminorChannel Partner/ Reseller/ DistributorTickIt is a toy brand distributed by Top Toys in Spain.

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Spin Master: Spin Master is a global toy and entertainment company with brands including Hatchimals, Kinetic Sand, and Paw Patrol. It is a broad incumbent operating in the same toy categories Top Toys distributes and is a potential brand partner for Spanish market entry.
• Educa Borras: Educa Borras is a Spanish toy and puzzle company with portfolio brands including Educa and Borras. It operates in the same Spanish toy market and serves overlapping retailer customers, making it a comparable incumbent in the toy distribution and brand ownership space.
• Ravensburger: Ravensburger is a German toy and games manufacturer with strong positions in puzzles, board games, and educational toys. It is comparable to Top Toys in the educational and puzzle category and shares the same European retail distribution model.
• Giochi Preziosi: Giochi Preziosi is one of Italy's largest toy manufacturers and distributors, with branded products and licensed portfolios across Europe. It is comparable to Top Toys as a Southern European toy distribution company with a multi-brand portfolio.
• Clementoni: Clementoni is an Italian toy manufacturer specializing in educational, scientific, and puzzle toys. It overlaps with Top Toys' educational and puzzle category exposure (e.g., Djeco puzzles) and serves European markets through similar distribution channels.
• Mattel: Mattel is a global toy manufacturer with iconic brands including Barbie, Hot Wheels, and Fisher-Price. It is a broad incumbent serving the same Spanish retail customers as Top Toys and is a potential brand-owner partner for distribution.
• Hasbro: Hasbro is one of the largest global toy manufacturers with brands such as Play-Doh, Nerf, and Transformers. It is a broad incumbent in the global toy industry that Top Toys competes with indirectly via shared retailers and could partner with as a brand owner seeking Spain distribution.
• IMC Toys: IMC Toys is a Spanish toy manufacturer and distributor with a portfolio of licensed and owned toy brands. It is a comparable Iberian market peer with overlap in the toy distribution and brand-representation value chain that Top Toys operates in.
• MGA Entertainment: MGA Entertainment is a US-based toy manufacturer behind brands such as L.O.L. Surprise!, Little Tikes, and Bratz. It is a broad incumbent in the global toy market with overlapping product categories and a potential partner for Top Toys' distribution model.
• Famosa: Famosa is a Spanish toy manufacturer best known for dolls and baby products. As a Spanish toy company with distribution reach into domestic retailers, it overlaps with Top Toys' market and customer base, although Famosa manufactures rather than distributes third-party brands.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/toptoysesp
• LinkedInlinkedin.com/company/top-toys-vendes-i-serveis-sl

Revenue estimate

Valuation estimate

Number of profiles

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 Top Toys