MYplay.ua

What MYplay.ua does

MYplay.ua (legal entity TOV KIDDI RETAIL) is a Ukrainian multi-channel specialty retailer of children's toys, games, baby products, and accessories, headquartered in Dnipro and operating 13–14 physical stores across at least eight Ukrainian cities (Kyiv, Dnipro with multiple branches, Kharkiv, Kremenchuk, Bila Tserkva, Kamianske, Mykolaiv, and Pavlohrad). The company serves Ukrainian parents and families with children from newborns through teenagers, plus B2B buyers (kindergarten and school parent committees, corporate HR departments) seeking organized gifting programs. Its core offering is a catalog of 9,637+ SKUs spanning international brands such as LEGO, Funko POP, Barbie, Baby Born, L.O.L. Surprise, and Squishmallows, alongside local and private-label alternatives, organized into categories including construction sets, dolls, board games, soft toys, science/STEM kits, radio-controlled vehicles, baby care, active recreation, and creative hobby sets. The company also runs a Carter's children's clothing cross-link partnership and a B2B wholesale program.

Name

MYplay.ua

Legal name

ТОВ КІДДІ РІТЕЙЛ

Website

https://myplay.ua

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

MYplay.ua is a Ukrainian multi-channel toy and children's goods retailer operating 13–14 physical stores across major Ukrainian cities plus a nationwide e-commerce site and mobile apps, serving parents and families with a 9,600+ SKU catalog of branded toys, baby products, and educational items.

Ownership category

akta.pro rank

Product category

Children's Toy & Goods Retail

NAICS

Hobby, Toy, and Game Retailers (45912)

SIC

Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Traditional Toy Stores (CRALAFAA)

akta.pro secondary industries

Building Sets & Construction Toys Retail (CRALAFAE), Board Games, Card Games & Puzzles Retail (CRALAFAF)

Keywords

• Children's toy retail
• Baby products e-commerce
• Board games store
• Kids goods marketplace
• School supplies online

Headquarters

HQ city

Dnipro

HQ country

Ukraine

HQ region

Europe

Offices14 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Retail Product Sales: Direct sales of children's toys, games, baby products, and accessories through online store and physical retail locations. Revenue generated from one-time product purchases at retail prices with periodic promotions and discounts.
2. Gift Certificates: Electronic gift certificates sold at fixed denominations (500 UAH) for use as gifts.
3. Discount Program Membership: Loyalty program offering tiered discounts (5% from 500 UAH cumulative purchases, 10% from 10,000 UAH) and birthday discounts.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels6 records

Core offering

MYplay.ua operates a multi-channel retail business selling children's toys, games, baby goods, creative kits, school supplies, books, and accessories through an online storefront and branded physical stores in Kyiv and Lviv. The catalogue spans 16 product categories, 4,673 brands, and more than 9,637 SKUs, supported by nationwide Nova Poshta delivery, a tiered loyalty programme, gift certificates, and B2B organised-buyer programmes for schools and corporates.

Product overview

MYplay.ua is a Ukrainian online toy and children's goods retailer operating both e-commerce and physical retail locations across Ukraine. The core offering centers on an extensive toy catalog featuring major international brands like LEGO, Funko POP, L.O.L. Surprise, Barbie, Baby Born, and Paw Patrol, alongside alternative and local brands. The product portfolio spans 9,637+ SKUs organized into categories including constructors (LEGO and alternatives like Sluban, Iblock), dolls and accessories, board games, soft toys (including Squishmallows), science and technology products (robotics kits, quadcopters, microscopes), radio-controlled vehicles, baby care products, active recreation equipment, and creative hobby sets. MYplay operates 14 physical stores across 7 Ukrainian cities (Kyiv, Dnipro, Kharkiv, Kremenchuk, Pavlograd, Mykolaiv, Kamianske, Bila Tserkva) with a centralized online platform that supports in-store pickup, Nova Poshta delivery, and integrates with the MYdiscount loyalty program. The company also offers B2B partnership services for corporate gift purchasing and provides a mobile app for iOS and Android.

Differentiator

Problem solved

Functional benefit

Products and services

• Toys Broad assortment of children's toys within the MYplay.ua online and in-store catalogue, targeting parents and gift-givers across Ukraine.
• Games Board games and other games for children, sold via the MYplay.ua website and physical stores.
• Creative goods Creative and developmental kits and supplies for children, available through MYplay.ua online and in-store.
• Goods for babies Products for infants and toddlers, including baby and newborn essentials, sold through MYplay.ua.
• School supplies School and stationery supplies for children, sold online and in MYplay physical stores.
• Books Children's books within the MYplay.ua catalogue, sold online and in physical stores.
• Seasonal goods Seasonal and holiday-themed merchandise for children, sold via MYplay.ua online and in-store.
• Accessories Children's accessories carried within the MYplay.ua assortment, sold online and in physical stores.
• MYplay loyalty programme Multi-tier loyalty programme granting registered customers tiered discount status, bonus accrual, and member pricing across the MYplay.ua assortment.
• MYplay gift certificates Digital gift certificates sold by MYplay.ua, redeemable online and in physical MYplay stores across the assortment.
• Programme for organised buyers Dedicated B2B purchasing programme for school committees, kindergartens, and corporate HR buyers to coordinate bulk purchases of children's goods from MYplay.ua.
• MYplay franchise and shop-in-shop Channel-partner offering enabling entrepreneurs and retailers to operate MYplay-branded franchise outlets or shop-in-shop departments selling children's goods under the MYplay brand.

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Nova PoshtacoreChannel Partner/ Reseller/ DistributorStrategic logistics partnership providing nationwide delivery services in Ukraine. Nova Poshta provides courier delivery, warehouse pickup, and parcel locker delivery options. MYplay offers free delivery for orders over 2,000 UAH through Nova Poshta services.
• Carter'sminorChannel Partner/ Reseller/ DistributorCarter's children's clothing brand featured as a related brand with direct link to carters.ua. Products include children's clothing and apparel for babies and young children.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Epicentr: Large Ukrainian home-goods and family-retail chain that has expanded into toys, baby products, and children's categories. Competes for the same family-shopper wallet with a wider category footprint and large-format stores.
• Allo: Ukrainian omnichannel retailer with strong toys, baby products, and electronics assortment and own physical store network. Directly comparable in offering breadth, multi-channel model, and Ukrainian customer targeting.
• Smyk: Polish specialty toy retailer operating dedicated toy stores and an e-commerce platform with deep LEGO, Funko, and doll assortments. Closest international analog to MYplay's toy-specialist omnichannel model.
• Foxtrot: Ukrainian electronics and family-goods chain with toy and children's assortments across physical stores and online. Overlaps with MYplay on toys, baby, and kids' categories for the same Ukrainian parent shopper.
• Antoshka: Ukrainian specialty chain historically focused on children's clothing and goods, now part of a broader children's retail offer. Direct competitor for the same Ukrainian family demographic with physical retail presence.
• Rozetka: Ukraine's largest e-commerce platform with a substantial toys and children's goods category, plus physical pickup points. Comparable omnichannel toy retail competitor operating at greater scale across the same Ukrainian customer base.

Regional players

• Detsky Mir: Large CIS children's goods retailer with deep toy, baby, and apparel assortments and own store network. Operates a near-identical omnichannel children's-specialty model in adjacent regional markets.

Broad incumbents

• Amazon Toys & Games: Global e-commerce incumbent with the world's largest toy marketplace. Represents the upper-bound competitive pressure on price, selection, and delivery for any online toy retailer including MYplay.
• Hamleys: Iconic global toy retailer operating flagship experiential stores plus online. Comparable toy-specialist positioning and brand-authority model, but at global scale with broader assortment authority.
• mini.me (Mothercare CIS): International children's and maternity retailer with broad assortments across toys, baby, and apparel. Comparable children's-specialty retail positioning with established brand authority in family categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/myplay-ua

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 MYplay.ua