Toysino GmbH

What Toysino GmbH does

Toysino GmbH was a German specialty toy retailer founded in 2023 and headquartered in Schrobenhausen, Bayern. The company operated physical stores offering curated toys and games for children aged 0-12+ years, featuring premium brands including LEGO, tonies, KOSMOS, Ravensburger, schleich, PLAYMOBIL, tiptoi, Barbie, BABY born, and UNO. Founded by Christian and Daniel Krömer (who also operated Spielwaren Krömer), Toysino was a small family-run concept with approximately 15 employees and no documented proprietary technology, patents, or trademarks. Following integration with Thalia — Germany's largest book and media retailer — Toysino's operations have been rebranded and consolidated under the 'Spielzeit by Thalia' banner, with toysino.de redirected to Thalia.de and physical stores transitioning to the unified brand.

The company generated revenue through one-time retail sales of toys and games via both physical stores and an online storefront integrated with Thalia.de. Pricing followed standard unit retail with occasional discounts (15-36% off observed on sample listings, ranging from €11 to €113). Distribution leveraged Click & Collect (online order with one-hour in-store pickup), PAYBACK loyalty integration, and Thalia's mobile app. Marketing reached customers via email newsletter (with 10% welcome voucher), social media presence across Facebook, Instagram, Pinterest, TikTok, and YouTube, and Thalia's broader retail ecosystem. Post-merger, the offering is expanding beyond pure toys into curated children's books and gifts within the Thalia platform.

From a business model and technology perspective, Toysino operated a traditional retail model with no proprietary technology stack. Revenue derives entirely from third-party toy brand sales (i.e., Toysino is a reseller/retailer, not a manufacturer or IP owner), making it dependent on supplier relationships with major toy brands. The unit economics are characterized by small average transaction values and high transaction frequency typical of consumer specialty retail, with seasonality tied to children's gifting cycles (Christmas, birthdays, school starts). Following the Thalia merger, the legal entity Toysino GmbH continues to exist but its operations, brand, and revenue are now subsumed into Thalia's broader retail platform.

Name

Toysino GmbH

Legal name

Toysino GmbH

Website

https://toysino.de

Company type

Private

Operating status

Acquired

Ownership category

akta.pro rank

Product category

Specialty Toy Retail

NAICS

Hobby, Toy, and Game Retailers (459120)

SIC

Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Traditional Toy Stores (CRALAFAA)

akta.pro secondary industries

Dolls, Plush & Action Figures Retail (CRALAFAD), Educational/Children’s Learning Games & Puzzles Retail (CRALALAN), Infant & Preschool Toys Distribution (CRAOAMAH)

Keywords

• Specialty toy retail
• Children's toys
• Toy stores
• Board games
• Children's books

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales

Revenue model

1. Toy and game product sales: Toysino generates revenue through the sale of toys, games, and children's products across multiple age categories (0+, 3+, 5+, 7+, 8+, 10+, 12+ years). The product range includes LEGO, tonies, KOSMOS, Ravensburger, schleich, PLAYMOBIL, tiptoi, Barbie, BABY born, and UNO brands. After integration with Thalia, the offering is expanding to include curated selections of gifts and children's books.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Toysino GmbH operated as a specialty toy retail chain (Spielwarenfachgeschäft) selling curated toys, games, and children's products across age categories (0+, 3+, 5+, 7+, 8+, 10+, 12+ years) from brands such as LEGO, tonies, KOSMOS, Ravensburger, schleich, PLAYMOBIL, tiptoi, Barbie, BABY born, and UNO. The company operated physical specialty toy stores and an integrated online storefront via Thalia.de, with Click & Collect pickup and PAYBACK loyalty integration. Following its merger into Thalia, the offering transitioned to the 'Spielzeit by Thalia' brand and expanded to include selected gifts and children's books.

Product overview

Toysino GmbH operated as a specialty toy retail chain (Spielwarenfachgeschäft) for children of all ages. The company, founded by Christian and Daniel Krömer alongside their family business Spielwaren Krömer, has been integrated into Thalia, Germany's leading bookseller. Toysino's operations have transitioned to "Spielzeit by Thalia" (Spielzeit), combining the Toysino and Spielwaren Krömer concepts under the Thalia umbrella. The offering includes curated toys organized by age groups (0, 3, 5, 7, 8, 10, 12+ years), featuring popular toy brands such as LEGO, tonies, KOSMOS, Ravensburger, schleich, PLAYMOBIL, tiptoi, Barbie, BABY born, and UNO, supplemented by selected gift items and children's books. Services include PAYBACK loyalty program integration and Click & Collect in-store pickup.

Differentiator

Problem solved

Functional benefit

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

Four partnerships are on record, tiered core.

• Spielwaren KrömercoreStrategic or Co-development PartnerToysino and Spielwaren Krömer, both family businesses owned by Christian and Daniel Krömer, have joined forces with Thalia. These two toy retail concepts are being unified under the Spielzeit by Thalia brand, combining their expertise and market presence in German specialty toy retail.
• ThaliacoreStrategic or Co-development PartnerToysino and Spielwaren Krömer have been integrated into Thalia, Germany's major book and media retailer. The partnership combines Thalia's resources and retail network with Toysino's specialty toy expertise, creating Spielzeit by Thalia as a unified toy retail concept.
• PAYBACKcoreGTM or Marketing PartnerPAYBACK, Germany's largest free bonus program, is integrated with Spielzeit by Thalia. Customers can collect and redeem PAYBACK points on purchases both online and in physical stores, enhancing customer loyalty and engagement.
• LEGO, tonies, KOSMOS, Ravensburger, schleich, PLAYMOBIL, tiptoi, Barbie, BABY born, UNOcoreChannel Partner/ Reseller/ DistributorMajor toy brands including LEGO, tonies, KOSMOS, Ravensburger, schleich, PLAYMOBIL, tiptoi, Barbie, BABY born, and UNO are featured as popular brands sold through Toysino/Spielzeit by Thalia retail locations and online store.

Scale indicators2 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• myToys.de: Leading German online specialty toy retailer owned by OTTO Group, selling toys, games, and children's products across age groups with major-brand assortments (LEGO, PLAYMOBIL, etc.) — the most direct head-to-head competitor to Spielzeit by Thalia's e-commerce toy proposition in the German market.
• Vedes: Germany's largest specialist toy retail cooperative, combining independent specialty toy shops under a central brand, marketing, and procurement platform — a direct analogue to Spielzeit by Thalia's curated specialty toy store model.
• Idee+Spiel: German specialty toy retail marketing cooperative with a network of independent Spielwaren-Fachgeschäfte; overlaps with Spielzeit by Thalia in curated, expert-staffed physical toy retailing for families.
• Smyths Toys: Pan-European specialty toy superstore chain operating large-format stores with broad age-banded toy assortments; comparable to Spielzeit by Thalia on specialist positioning and multi-brand toy depth, though at much larger store scale.
• Spielemax: German specialty toy retail chain with physical stores and an online shop, selling board games, LEGO, PLAYMOBIL, and other major toy brands — directly comparable to Spielzeit by Thalia's specialist assortment and target audience.

Broad incumbents

• Müller: German multi-category retail chain with a substantial toy and children's product department alongside stationery, books, and beauty; competes with Spielzeit by Thalia on convenience and price while lacking a pure specialty-toy focus.
• Toys"R"Us: Global specialty toy retail brand offering broad toy assortments for all age groups; the archetypal specialist toy-store model against which Spielzeit by Thalia competes on curation and family experience.
• Amazon.de: Germany's dominant e-commerce marketplace, the primary price-and-convenience competitor for every product category Spielzeit by Thalia sells, including the full LEGO, Barbie, PLAYMOBIL, and Ravensburger assortment.

Emerging players

• BabyOne: German specialty retailer focused on baby, toddler, and early-childhood products including toys; comparable to the 0+/3+/5+ portion of Spielzeit by Thalia's age-banded assortment with overlap in brands like schleich, PLAYMOBIL, and BABY born.

Others

• Thalia: Parent company and bookseller into which Toysino and Spielwaren Krömer were integrated to form Spielzeit by Thalia; relevant as the platform through which the specialty toy concept is now scaled and distributed.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtiktok.com/@thalia_buchhandlungen
• YouTubeyoutube.com/@thalia_buchhandlungen
• Facebookfacebook.com/thalia.de
• LinkedInlinkedin.com/company/thalia
• Instagraminstagram.com/thalia_buchhandlungen

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Toysino GmbH