What Project Playground does

Project Playground is a Swedish children's rights non-profit foundation (Insamlingsstiftelsen Project Playground, registration 802481-3092) founded in 2010 by H.K.H. Princess Sofia and Frida Vesterberg, operating programs in Sweden and South Africa and preparing to expand into Gambia. The organization serves children and youth vulnerable to social exclusion, including ages 9-18 in socioeconomically disadvantaged Stockholm suburbs (Hallonbergen, Skärholmen) and ages 4-18 in Langa and Gugulethu townships in Cape Town. Service delivery is direct and in-house rather than outsourced, with programs spanning academic support (SEED tutoring), life skills (Life Skills Club, Ambassador Group, Play and Learn), disability services (Play on Wheels), psychosocial support (Social Worker Department), food and transport, and STEAM workshops delivered with corporate partners.

Revenue is generated through individual monthly and one-time donations (from 25 SEK), honor and memorial donation cards, corporate partnerships with named huvudpartners (Wallenstam, Saab, FAM) and major partners (SEB, Mellby Gård, Carl Bennet AB), foundation grants (Gålöstiftelsen, Idéer för livet/Skandia, Veronica and Lars Bane Foundation, Åke Wibergs stiftelse), and a gift shop selling partner-branded jewelry, art prints, and accessories. The donation platform runs on NGO|PRO and supports BankID, Swish, autogiro, and card payments. The organization is certified with the Swedish 90-konto (Svensk Insamlingskontroll) and Givasverige, and is GDPR compliant. With 46 employees and over 1,400 children and youth reached in 2024, Project Playground operates three legal entities across Sweden and South Africa, with a 15-year track record and active hiring through 2026 to support geographic and program expansion.

Name

Project Playground

Legal name

Insamlingsstiftelsen Project Playground

Website

https://project-playground.org

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Project Playground is a Swedish children's rights non-profit, founded in 2010 by H.K.H. Princess Sofia, delivering in-house youth development programs in Sweden and South Africa (and expanding to Gambia) to over 1,400 vulnerable children annually through donations, corporate partnerships, and foundation grants.

Ownership category

akta.pro rank

Product category

Youth Development Non-Profit Services

NAICS

Child and Youth Services (62411), Sports and Recreation Instruction (611620)

SIC

Services-Social Services (8300), Services-Educational Services (8200), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Arts, Sports & Recreation-Based Youth Development Nonprofits (BPAGADAJ)

akta.pro secondary industries

Multi-Activity Enrichment Camps (Academic + Arts + Sports) (EDAMALAA), Academic Enrichment Camps (General Studies) (EDAMALAB), Youth Adventure Camps & Summer Programs (THAAAOAB), Youth-to-Adult Transition & Life Skills (Independent Living, Soft Skills) (EDAAAFAN)

Keywords

• Youth development programs
• Children's rights nonprofit
• Community youth services
• Corporate social partnerships
• Fundraising charity programs

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Individual Donations: One-time and recurring donations from private individuals. Monthly giving options available starting at 100 SEK/month. Donors can contribute via Swish, bank transfer, credit card, or autogiro.
2. Corporate Partnerships: Long-term strategic partnerships with companies who sponsor the organization. Partners receive customized collaboration tailored for maximum brand impact and social sustainability benefits.
3. Gift Shop Sales: Sale of gift products including jewelry (designed by Emma Israelsson, Skultuna), art prints, accessories, and gift packages. Proceeds go entirely to funding operations.
4. Honor and Memorial Donations: Special occasion donations for birthdays, weddings, christenings, and memorial gifts. Purchased as digital cards or physical certificates.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Project Playground is a children's rights non-profit foundation that delivers youth development programs (Life Skills Clubs, Ambassador Groups, tutoring, sports, arts, psychosocial therapy, meals, transport, and holiday camps) to children and youth aged 4-18 in vulnerable situations in Sweden and South Africa. It funds these programs through an online donation platform (one-time and recurring donations, honor/memorial gift cards), corporate partnerships, foundation grants, and a gift shop selling partner-branded merchandise.

Product overview

Project Playground is a children's rights organization operating in Sweden, South Africa, and expanding to Gambia. The organization offers a portfolio of charitable programs centered on providing meaningful leisure activities for children and youth in vulnerable situations. Core offerings include: direct donation infrastructure (online platform for one-time and recurring donations, honor/memorial gift cards); recreational and educational programs (Life Skills Clubs, Ambassador Groups, Holiday Camps in Sweden; SEED tutoring, Play and Learn, Below 8, Play on Wheels for children with disabilities, and Social Worker support in South Africa); a gift shop with partner-branded merchandise; and youth development events including Impact Youth networking and delegation trips to South Africa. The STEAM initiative provides science and technology workshops in partnership with Swedish corporations. All programs aim to reduce exclusion and create future optimism among participating youth.

Differentiator

Problem solved

Functional benefit

Products and services

• Online Donation Platform

Quantifiable outcome

• 87% of participants experienced more meaningful leisure time
• +5 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

18 partnerships are on record, tiered core, major and supporting.

• WallenstamcoreStrategic or Co-development Partner · 1 January 2010Main partner (huvudpartner) of Project Playground. Real estate company providing long-term strategic support. Their Vice VD Mathias Aronsson stated: 'We complement each other perfectly - together we create sustainable and functioning societies.'
• SaabcoreStrategic or Co-development Partner · 1 January 2010Main partner (huvudpartner) of Project Playground. Defense and security company contributing to STEAM education initiatives with Vittraskolan in Hallonbergen.
• FAM (Falkenbergs Metallgjuteri)coreStrategic or Co-development Partner · 1 January 2010Main partner (huvudpartner) of Project Playground. Manufacturing company providing ongoing strategic support.
• SEBcoreStrategic or Co-development PartnerBanking partner leading financial literacy workshops as part of STEAM initiative at Vittraskolan in Hallonbergen. Teaching budgeting, saving, and everyday financial decisions.
• Mellby GårdmajorStrategic or Co-development PartnerInvestment company as partner. VD Johan Andersson stated: 'All children can become leaders and realize their dreams, as long as they receive the right support.'
• Carl Bennet ABmajorStrategic or Co-development PartnerCorporate partner providing strategic support for Project Playground's mission.
• Emma IsraelssonsupportingGTM or Marketing PartnerJewelry designer creating exclusive pieces for Project Playground's gift shop. 'All children and youth need meaningful leisure time.' Products include diamond necklaces, bracelets, rings, and earrings.
• SkultunasupportingGTM or Marketing PartnerHistoric metal goods manufacturer creating puzzle-themed jewelry and homeware for Project Playground gift shop. VD Viktor Blomqvist: 'Together we create opportunities for children and youth.'
• ConvendumsupportingOthersOffice space provider hosting Project Playground's Stockholm headquarters. Partnership enables modern, central office locations for the organization.
• Hotel SkeppsholmensupportingGTM or Marketing PartnerHotel partner providing accommodation services for Project Playground activities and events.
• Right By MesupportingStrategic or Co-development PartnerPartner in Impact Youth 2025 event - a youth network event organized by Idéer för livet, Project Playground, Right By Me, and WWF Sweden Youth.
• WWF Sweden YouthsupportingStrategic or Co-development PartnerPartner in Impact Youth 2025 event focused on Inner Development Goals for youth.
• Tekniska museet i TenstasupportingStrategic or Co-development PartnerPartner in STEAM education initiative, joining workshops at Vittraskolan in Hallonbergen alongside SEB and Wallenstam.
• SpacessupportingGTM or Marketing PartnerWorkspace provider lending facilities for STEAM education workshops at Vittraskolan.
• Kulturhuset StadsteaternsupportingStrategic or Co-development PartnerCultural institution collaborating in Skärholmen Tillsammans initiative for youth leisure activities.
• Sundbybergs stadsupportingStrategic or Co-development PartnerLocal municipality where Project Playground Sweden operates Life Skills Club at schools including Kymlingeskolan, Grönkullaskolan, and Vittra Brotorp.
• The Aurora ConcourssupportingGTM or Marketing PartnerAutomotive event in Båstad where Project Playground was Social Impact Partner. Charity auction raised significant funds through Stockholms Auktionsverk.
• Kooperativ (Norway)supportingStrategic or Co-development PartnerNorwegian cooperative partner supporting Project Playground.

Scale indicators11 records

Recent moves8 records

Expansion highlights7 records

Direct peers

• Right To Play: International NGO using sport and play for child development in vulnerable communities globally. Closely comparable philosophy and methodology — leveraging structured leisure activities to drive youth outcomes — though operating at much larger scale.
• Fryshuset: Major Swedish non-profit supporting at-risk youth through sports, culture, and education programs in Stockholm suburbs including Skärholmen. Highly comparable as a Swedish NGO using leisure-based programming to address social exclusion among youth.
• BRIS (Children's Rights in Society): Sweden's leading children's rights organization providing support services and advocacy for children and youth. Directly comparable as a Swedish non-profit focused on child welfare, safety, and youth voice — overlapping with Project Playground's mission.
• Barnfonden: Swedish children's fund supporting education and child rights projects internationally, including in Southern Africa. Comparable as a Sweden-based child-focused NGO with international program delivery and corporate partnership model.
• Erikshjälpen: Swedish second-hand charity supporting children and youth internationally, with a strong focus on education and child rights. Comparable as a Swedish NGO combining domestic fundraising with international programs for vulnerable youth.
• Star for Life: Swedish-founded non-profit operating in South Africa with youth-focused education and life skills programs. Highly comparable given shared Swedish-Southern African operational footprint and similar youth empowerment methodology.

Broad incumbents

• Rädda Barnen (Save the Children Sweden): Largest children's rights organization in Sweden with global operations and programs for vulnerable children. Comparable mission space but operates at significantly larger scale and broader scope than Project Playground's focused two-country model.
• SOS Barnbyar (SOS Children's Villages Sweden): Established Swedish NGO supporting children without parental care through family-based care models globally. Comparable as a Swedish-affiliated children's welfare organization with international footprint and corporate partnership fundraising.
• Hand in Hand Sweden: Swedish non-profit focused on fighting child labor through enterprise and education in developing countries. Project Playground's recently hired Insamlingschef previously led fundraising here for seven years, indicating close overlap in the Swedish NGO landscape and donor base.

Regional players

• The Brotherhood Organization: South African non-profit operating in Cape Town townships focused on youth violence prevention and life skills. Directly comparable on methodology (life skills for at-risk township youth) but regional rather than Swedish-led.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/projplayground
• LinkedInlinkedin.com/company/project-playground
• Instagraminstagram.com/projplayground

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles20 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 Project Playground