What Euromic does

Euromic A/S is a privately held Danish B2B wholesale distributor of licensed children's merchandise, headquartered in Køge, Denmark (CVR DK-14124209), founded in 1989. The company develops, designs, distributes, and markets stationery, bags, backpacks, and hobby articles featuring a wide range of licensed entertainment brands, including LEGO, Disney (Frozen, Princess, Cars, Wish, Lilo & Stitch), Paw Patrol, Bluey, Harry Potter, Minecraft, Pokemon, Spiderman, Hello Kitty, Barbie, Batman, Babblarna, Bamse, Pippi Longstocking, Peppa Pig, My Little Pony, and Kpop Demon Hunters. Its product portfolio spans mealtime items (lunch boxes, drinking bottles, mugs), bags and backpacks, stationery, LED key rings, plush toys, puzzles, trolleys, umbrellas, and watches, alongside a small own-brand line ("Lunch Buddies").

Euromic's core commercial platform is a Shopify-powered B2B e-commerce portal at euromic.dk, accessed via login for wholesale pricing and ordering, complemented by a light Instagram presence (@euromicdk) for brand visibility. The company generates revenue through wholesale hardware sales of licensed merchandise to retailers and business customers (toy stores, gift shops, back-to-school channels), with pricing disclosed only through the B2B portal. Its go-to-market is exclusively B2B channel-partner driven; it does not sell directly to consumers.

The company operates from a single headquarters, serves approximately 20 countries across Europe, North America, and Asia Pacific (including DNK, SWE, NOR, FIN, DEU, FRA, GBR, NLD, BEL, AUT, CHE, USA, CAN, AUS, NZL, JPN, SGP, MYS, KOR, HKG), and is a member of the Danish Toy Industry association (Play/Legebranchen). Euromic holds licensing agreements with major entertainment IP owners—most notably a core relationship with the LEGO Group—and earns revenue by translating those IPs into licensed product categories (mealtime, stationery, bags, etc.) for retail distribution.

Name

Euromic

Legal name

Euromic A/S

Website

https://euromic.dk

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

11–50 employees

Short description

Euromic A/S is a Danish B2B wholesale distributor of licensed children's merchandise (lunch boxes, backpacks, stationery, plush, puzzles) featuring brands like LEGO, Disney, Paw Patrol, Bluey, Harry Potter, and Minecraft, selling via its Shopify-powered wholesale portal to retailers across ~20 countries.

Ownership category

akta.pro rank

Product category

Licensed Children's Merchandise Wholesale

NAICS

Hobby, Toy, and Game Retailers (45912), Gift, Novelty, and Souvenir Retailers (45942), Office Supplies, Stationery, and Gift Retailers (4594)

SIC

Retail-Hobby, Toy & Game Shops (5945), Retail-Misc General Merchandise Stores (5399)

akta.pro primary industry

Gift, Novelty & Souvenir Variety Stores (CRAGAJAG)

akta.pro secondary industries

Collectibles, Trading Cards & Blind Box Toys Retail (CRALAFAI), Educational/Children’s Learning Games & Puzzles Retail (CRALALAN)

Keywords

• Licensed merchandise wholesale
• Children's character products
• B2B toy distribution
• School supply wholesale
• Branded stationery goods

Headquarters

HQ city

Køge

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Licensed merchandise wholesale: Euromic generates revenue through wholesale distribution of licensed children's merchandise including lunch boxes, drink bottles, backpacks, stationery, and accessories featuring popular entertainment brands. Products are sold in bulk quantities to retailers and business customers.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Euromic develops, designs, distributes, and markets licensed children's merchandise including lunch boxes, drinking bottles, backpacks, stationery, key rings, plush toys, puzzles, trolleys, umbrellas, watches, and bag tags under brands such as LEGO, Disney (Frozen, Princess, Cars, Wish), Bluey, Paw Patrol, Minecraft, Harry Potter, Pokemon, Spiderman, Hello Kitty/Kuromi, Barbie, and Babblarna. Products are sold exclusively on a wholesale basis to retailers and other business customers through a dedicated B2B portal at euromic.dk.

Product overview

Euromic is a B2B licensed merchandise retailer offering a diversified portfolio of branded children's products across multiple licensed properties including LEGO, Bluey, Disney (Frozen, Princess, Cars, Wish), Paw Patrol, Minecraft, Harry Potter, Pokemon, Spiderman, and others. The product range spans mealtime items (lunch boxes, drinking bottles, mugs), bags and backpacks, stationery and creative products, LED key rings, plush toys, puzzles, trolleys, umbrellas, and watches. The company operates as a licensing partner selling to retailers and operates the euromic.dk B2B e-commerce platform powered by Shopify.

Differentiator

Problem solved

Functional benefit

Products and services

• LEGO Licensed Merchandise Collection Wholesale collection of LEGO-branded children's merchandise including LED key rings with minifigures from Iconic, Ninjago, Harry Potter, Star Wars, and Fortnite themes; brick-shaped backpacks, cross-body bags, belt bags, and shopping nets; lunch boxes, drinking bottles, mugs, and ceramic drinkware; notebooks and stationery; fridge magnets; plush toys from Manhattan Toys; puzzles; and bag tags. Sold wholesale to retailers and business customers.
• Bluey Licensed Merchandise Collection Wholesale Bluey-themed children's merchandise including backpacks, lunch boxes and mealtime items, stationery, draw-and-play sets, trolleys, umbrellas, blow pens, foam stickers, and mega creativity sets. Sold wholesale to retailers.
• Disney Frozen Licensed Merchandise Collection Wholesale Disney Frozen-themed children's merchandise including ride-on polycarbonate trolleys, navy trolleys, backpacks, lunch boxes, drinking bottles, ceramic drinkware, stationery, draw-and-play sets, umbrellas, and coloring cases. Sold wholesale to retailers.
• Paw Patrol Licensed Merchandise Collection Wholesale Paw Patrol-themed children's merchandise (including the girls' pink-themed sub-line) including backpacks, ride-on trolleys, lunch boxes, drinking bottles, stationery sets, draw-and-play sets, umbrellas, flashlights, and watches. Sold wholesale to retailers.
• Minecraft Licensed Merchandise Collection Wholesale Minecraft-themed children's merchandise including backpacks, lunch boxes, drinking bottles, pencil cases, writing sets, coloring sets, and sticker packs. Sold wholesale to retailers.
• Harry Potter Licensed Merchandise Collection Wholesale Harry Potter-themed merchandise including LED key chains, stationery notebooks, plush toys, and bag tags featuring characters like Harry, Hermione, Dumbledore, and Hagrid. Sold wholesale to retailers.
• Pokemon Licensed Merchandise Collection Wholesale Pokemon-themed children's merchandise including backpacks, trolleys, gym bags, pencil cases, notebooks, pens, erasers, painting sets, and wallets. Sold wholesale to retailers.
• Spiderman Licensed Merchandise Collection Wholesale Spiderman-themed children's merchandise including ride-on trolleys, backpacks, lunch boxes, drinking bottles, stationery sets, umbrellas, and flashlights. Sold wholesale to retailers.
• Hello Kitty / Kuromi Licensed Merchandise Collection Wholesale Hello Kitty and Kuromi-themed children's merchandise including backpacks, trolleys, pencil cases, lunch boxes, drinking bottles, and watches. Sold wholesale to retailers.
• Barbie Licensed Merchandise Collection Wholesale Barbie (Nutcracker-themed) children's merchandise including pencil cases with LED lights, secret diaries with sound, musical jewelry boxes, painting cases, stationery sets, and umbrellas. Sold wholesale to retailers.
• Disney Princess Licensed Merchandise Collection Wholesale Disney Princess-themed children's merchandise including mugs, drinking bottles, lunch boxes, ceramic dining sets, and 3D-figure water bottles. Sold wholesale to retailers.
• Disney Cars Licensed Merchandise Collection Wholesale Disney Cars-themed children's merchandise including ceramic dining sets, lunch boxes, drinking bottles, mugs, trash cans, and desk mats. Sold wholesale to retailers.
• Lilo & Stitch Licensed Merchandise Collection Wholesale Lilo & Stitch-themed children's merchandise including trolleys, sticker sets, creative sets, and play cases. Sold wholesale to retailers.
• Gabby's Dollhouse Licensed Merchandise Collection Wholesale Gabby's Dollhouse-themed children's merchandise including umbrellas, lunch boxes, drinking bottles, projector lamps, pillows, gym bags, backpacks, pencil cases, creative sets, and 49-piece template and color sets. Sold wholesale to retailers.
• Babblarna Licensed Merchandise Collection Wholesale Babblarna-themed children's merchandise including lunch boxes, drinking bottles, water magic sets, backpacks, bags, and stamp sets. Sold wholesale to retailers.
• Bamse Licensed Merchandise Collection Wholesale Bamse (Teddy Bear)-themed children's merchandise including LED flashlights, clocks, shopping bags, lunch boxes, drinking bottles, stationery, stickers, backpacks, and umbrellas. Sold wholesale to retailers.
• Pippi Longstocking Licensed Merchandise Collection Wholesale Pippi Longstocking-themed children's merchandise including lunch boxes, drinking bottles, pencil cases, coloring sets, activity cases, writing sets, and memo pads. Sold wholesale to retailers.
• Peppa Pig Licensed Merchandise Collection Wholesale Peppa Pig-themed children's merchandise including coloring pads, drinking bottles, lunch boxes, backpacks, night lamps, and umbrellas. Sold wholesale to retailers.
• Lunch Buddies (Euromic Own-Brand Line) Euromic's own private-label collection of lunch boxes and drinking bottles available in various character-free designs including dinosaurs, animals, terrazzo, and leopard print patterns. Sold wholesale to retailers as an unbranded or own-label alternative to the licensed portfolio.

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.

• Play (Toy Industry)industryOthersEuromic is a member of the Danish Toy Industry association (Play), which represents toy manufacturers and distributors in Denmark. This membership indicates their standing within the children's merchandise industry.

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Crayola LLC: Global stationery, art supplies, and creative products company with licensed character extensions. Comparable to Euromic in the stationery and creative/back-to-school product categories.
• Spin Master: Global Canadian toy and entertainment company with a broad portfolio of licensed and owned toy brands. Comparable as a much larger licensed toy player in adjacent product categories to Euromic.

Regional players

• Vivid Imaginations: UK-based toy distributor specializing in licensed character merchandise for major entertainment brands. Comparable in business model to Euromic but primarily serving the UK retail market.

Direct peers

• Jazwares: US-based toy company producing licensed and owned-IP toys, plush, and collectibles for major entertainment brands. Highly comparable to Euromic in licensing-driven multi-IP product strategy and mass retail distribution.
• The Character Group plc: UK-listed designer and distributor of toys, collectibles, and licensed character merchandise sold through mass-market retailers. Highly comparable business model to Euromic: multi-IP licensed portfolio, B2B wholesale to retailers, broad product range spanning toys, stationery, and accessories.
• Clementoni: Italian toy and games company producing and distributing licensed and own-brand puzzles, educational toys, and stationery across Europe. Comparable to Euromic in the puzzles, stationery, and licensed children's product overlap.
• Ravensburger AG: German games, puzzles, and children's products company with strong European retail distribution. Comparable to Euromic in the puzzles and children's licensed product categories, particularly given Euromic's LEGO Puzzles line.
• Simba Dickie Group: German-based toy manufacturer and distributor with a broad portfolio of licensed and own-brand children's toys, stationery and outdoor products sold across Europe and globally. Closely comparable to Euromic as a European mid-sized licensed children's merchandise distributor.
• Ty Inc. US-based plush toy manufacturer known for licensed character Beanie Babies and licensed plush partnerships. Comparable to Euromic's LEGO Plush, Harry Potter plush and other licensed soft toy categories.
• Funko, Inc. US-based pop culture and licensed collectibles company selling toys, plush, and character merchandise through wholesale and direct channels. Comparable to Euromic in the licensed character merchandise model, multi-IP portfolio, and B2B retail distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/euromicdk
• Facebookfacebook.com/profile.php
• LinkedInlinkedin.com/company/euromic

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 Euromic