Totum

What Totum does

Totum is a Dutch toy and craft brand specializing in board games and creative craft products. Founded in 1996, the brand today operates as a wholly-owned subsidiary within Creative Craft Group (CCG) Companies BV, a multi-disciplined Netherlands-based group headquartered at Architronlaan 2-40 in Hedel. Totum sits alongside a broader CCG brand portfolio that includes Moxy, Craft ID, Nassau, Grafix, Art Sensation, Creative Artist, Joya, Funny Products and Bambolino, each maintained with its own product and customer segmentation. The CCG portfolio was further extended with the January 2024 acquisition of TM Essentials and brought under Troy Companies International, a leading supplier of branded and licensed non-food consumer products, in March 2025; WOW! Stuff subsequently joined the Troy Companies group in June 2025.

The company's go-to-market is primarily B2B, relying on international account managers who service large-volume retail accounts across European markets, complemented by a growing B2C webshop channel. Revenue is generated through one-time product sales to retail and consumer customers; pricing is not publicly disclosed. Totum has a registered trademark and a social presence on LinkedIn, Facebook and YouTube, but no proprietary technology stack, AI/ML capabilities, APIs, or app products are disclosed in the available data. Headcount is in the 11-50 range, with a specific Sales Support team of approximately 13 staff.

Operationally, Totum and the wider CCG platform are now positioned within Troy Companies International's branded and licensed non-food consumer products portfolio, with the stated intent of leveraging world-class production and logistics while preserving the individual character of each brand. The strategic emphasis is on multi-brand portfolio distribution into retail accounts, incremental product range expansion through targeted acquisitions, and selective channel diversification through e-commerce.

Name

Totum

Legal name

Creative Craft Group - CCG Companies BV

Website

https://totum.eu

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

11–50 employees

Short description

Totum is a Dutch toy and craft brand distributing board games and creative craft products under Creative Craft Group, serving European B2B retail accounts via dedicated account managers while developing a B2C webshop channel.

Ownership category

akta.pro rank

Product category

Toys and Craft Products

SIC

Retail-Hobby, Toy & Game Shops (5945), Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944)

akta.pro primary industry

Collectible Card Games (CCGs/LCGs) Retail (CRALALAG)

akta.pro secondary industry

B2B Marketplaces & Wholesale Platforms (BPAMAGAD)

Keywords

• Toy distribution
• Board games
• Craft products
• Branded consumer products
• Creative supplies

Headquarters

HQ city

Andelst

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Personnel, Marketing or Sales, Supply Chain, Operations

Revenue model

1. B2B Product Sales: CCG operates as a multi-disciplined organization with multiple subsidiaries each with their own product and customer segmentation, focusing on B2B market sales through retail accounts.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels3 records

Core offering

Totum is a toy brand within Creative Craft Group (CCG) that distributes board games and craft products primarily through B2B retail channels across international (European) markets. Distribution is supported by international account managers serving large-volume retail accounts, with a developing B2C online presence via the CCG webshop.

Product overview

Totum is a brand within Creative Craft Group (CCG) Companies BV, a multi-disciplined organization focused primarily on the B2B market while developing its B2C online presence. CCG comprises several subsidiaries including Totum, Moxy, Craft ID, Nassau, Grafix, Art Sensation, Creative Artist, Joya, Funny Products, and Bambolino, each with its own product and customer segmentation.

Differentiator

Problem solved

Functional benefit

Brands

• Totum: Brand under Creative Craft Group portfolio

Products and services

• Totum (brand) A toy brand distributing board games and craft products, targeting both B2B retail accounts internationally and B2C consumers through the CCG webshop.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered minor and core.

• WOW! StuffminorStrategic or Co-development Partner · 1 June 2025WOW! Stuff joined the Troy Companies group following CCG's acquisition by Troy Companies International. The company maintains its unique brand character while benefiting from Troy Companies' world-class production and logistics organization.
• TM EssentialscoreStrategic or Co-development Partner · 1 January 2024CCG successfully acquired TM Essentials, expanding its product range to better serve valued customers. This acquisition enables CCG to offer a broader product portfolio including TM Essentials' offerings alongside Totum and other brands.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Emerging players

• TM Essentials: Craft and creative products brand acquired by CCG in 2024; operates within the same parent group as Totum with overlapping craft products distribution.
• WOW! Stuff: UK-based toy and gift product company now part of Troy Companies group alongside CCG/Totum; directly comparable craft/novelty toy product lines.

Direct peers

• Baker Ross: UK-based craft supplies distributor selling through B2B retail and online; directly comparable to Totum's craft products distribution model.
• Asmodee: Global board game publisher and distributor with strong European retail presence; directly comparable to Totum's board game distribution focus.

Regional players

• Hobbycraft: UK specialty retailer of hobby, craft and toy products; comparable product range with retail focus, primarily serving UK domestic market.

Broad incumbents

• Crayola: Global leader in children's craft and creative products; broad incumbent with overlapping craft category served through similar retail channels.
• Hasbro: Global toy and games giant (including Wizards of the Coast); broad incumbent serving similar retail channels with overlapping board game and craft-adjacent categories.
• Spin Master: Global toy and entertainment company with games, crafts and activity products; comparable as a larger multi-category competitor.
• Ravensburger: Major European board game and puzzle manufacturer/retailer; comparable to Totum in board games distribution, though much larger and operating its own publishing business.
• Mattel: Global toy manufacturer with presence across games, crafts and children's products; comparable as a large competitor serving the same retail accounts.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UClhCAu0FfnrA1f8nmqhdmoA
• Facebookfacebook.com/totumNL
• LinkedInnl.linkedin.com/company/creativecraftgroup

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

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 Totum