BS Toys

What BS Toys does

BS Toys, legally BuitenSpeel BV, is a Dutch toy designer and wholesaler founded in 2006 by Marcel Schagen and headquartered in Haarlem, the Netherlands, with a wholly-owned regional subsidiary in Paris, France. The company designs, develops, and sources a portfolio of more than 100 active-play and educational toys targeting children from age 3, families, and adults, spanning outdoor games (Lacrosse Kit, Ninja Launcher, Kubb, Croquet, Disc Golf), indoor games (3 Shape Memo, Monster Sudoku, Code Cracker, Shape Sorters), and curated educational play boxes for schools and after-school care. All product design, illustration, and packaging are executed in-house by a small dedicated creative team that releases 20-30 new SKUs annually. Production is outsourced (manufactured in China per product overview), with materials certified to FSC wood standards since 2021, complemented by wheat-straw bio-plastic, water-based paints, tin-box packaging, and digital QR-code manuals that save approximately 16,500 kg of paper per year.

BS Toys operates an exclusively B2B wholesale model, deliberately avoiding direct-to-consumer sales to prevent channel conflict with its retail customers. The company distributes internationally through a network of agents, distributors, and resellers, with documented market presence in the Netherlands, France, Australia, Spain, Israel, and Japan. Primary customer segments are toy retailers and resellers (SMB), schools and educational institutions, and after-school care programs (institutional). Trade-show presence, particularly the Nuremberg Toy Fair, is the principal B2B customer acquisition channel, complemented by email sales, LinkedIn engagement, and social media on Instagram, Facebook, and YouTube.

The company has accumulated multiple industry awards spanning 2022-2025, including the Spielwarenmesse Toy Award 2025 (Preschool category for 3 Shape Memo), the Polish Toy of the Year 2025, Toys Go Green selections in 2023 and 2024, the Nuremberg Toy Fair 2024 nomination, the Polish Toy Award 2023, and the Spielgut 2022 designation. Strategic partnerships with the Johan Cruyff Foundation and Right To Play anchor the brand around active-play advocacy. BS Toys remains privately held, founder-controlled, with no external investors, no funding rounds, and no disclosed revenue.

Name

BS Toys

Legal name

BuitenSpeel BV

Website

https://bs-toys.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

1–10 employees

Short description

BS Toys (BuitenSpeel BV) is a Dutch designer and wholesaler of FSC-certified active-play and educational toys, founded in 2006 in Haarlem. It sells 100+ in-house designed products B2B through distributors, resellers, and schools across Europe, Oceania, the Middle East, and Asia.

Ownership category

akta.pro rank

Product category

Children's Toys & Games

NAICS

Doll, Toy, and Game Manufacturing (33993)

SIC

Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944)

akta.pro primary industry

Building Sets & Construction Toys Retail (CRALAFAE)

akta.pro secondary industries

Outdoor & Ride-On Toys Retail (CRALAFAC), Educational/Children’s Learning Games & Puzzles Retail (CRALALAN), Traditional Toy Stores (CRALAFAA)

Keywords

• Active play toys
• Outdoor wooden toys
• Educational children's games
• FSC certified toys
• Wholesale toy manufacturing

Headquarters

HQ city

Haarlem

HQ country

Netherlands

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Wholesale toy sales: BS Toys generates revenue through B2B wholesale sales of active play toys to resellers, distributors, and retail stores. The company does not sell directly to consumers to avoid competing with their own customers. Products are distributed internationally through agents and distributors.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

BS Toys (BuitenSpeel BV) designs, develops, and manufactures a portfolio of over 100 active play and educational toys for children ages 3 and up. Products include outdoor physical games (Lacrosse Kit, Ninja Launcher, Croquet, Kubb), indoor/table games (3 Shape Memo, Monster Sudoku), classic toys (Elastic Jump, Bow & Arrow, Bowling), and educational play boxes designed for schools and caregivers. All toys are designed in-house in Haarlem, Netherlands, manufactured primarily in China, and use FSC-certified wood, wheat-straw bio-plastic, and water-based paints.

Product overview

BS Toys is a Dutch toy company (BuitenSpeel BV) that designs and manufactures a diverse portfolio of active and educational toys under the BS Toys brand. The company offers over 100 distinct toy products across four main categories: Active Toys (outdoor physical games), Classic Toys (traditional play items), New Toys (recent releases), and Table Toys (indoor games). The product line includes outdoor games like Lacrosse Kit, Ninja Launcher, Croquet Sets, Disc Golf, and Kubb; indoor/table games like 3 Shape Memo, Monster Sudoku, Code Cracker, and Shape Sorters; educational boxes including Physical Play Box, Outdoor Play Box, and Social-emotional Play Box designed for schools and caregivers; and classic toys like Elastic Jump, Bow & Arrow Sets, and Bowling. All products are designed in-house at their Haarlem, Netherlands office, manufactured in China, and are FSC certified (since 2021). The company develops 20-30 new products annually and emphasizes environmentally friendly materials including FSC wood, recycled cardboard, wheat straw plastic, and water-based paints.

Differentiator

Problem solved

Functional benefit

Products and services

• 3 Shape Memo (GA497)
• Lacrosse Kit (GA476)
• Ninja Launcher (GA429)
• Bow & Arrow Set (GA353)
• Croquet Set (GA551)
• Disc Golf (GA545)
• Kubb (GA486)
• Elastic Jump (GA344)
• Giant Tower
• Physical Play Box (GA535)
• Physical Play Box 2 (GA536)
• Outdoor Play Box (GA537)
• Social-emotional Play Box (GA538)
• Wobbly Lilly Path (GA416)
• Thread and Code (GA519)
• Which Cow am I? (GA467)
• Spinning Plate (GA558)

Quantifiable outcome

• Saves approximately 16,500 kg of paper annually through digital QR code manuals

Named customers3 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

Feature4 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Johan Cruyff FoundationcoreStrategic or Co-development PartnerBS Toys often works together with organizations that share the same mission of encouraging healthy playing. The Johan Cruyff Foundation promotes active lifestyles for children through play.
• Right To PlaycoreStrategic or Co-development PartnerBS Toys collaborates with Right To Play, an organization that uses the transformative power of play to educate and empower children facing adversity.
• Haarlem MuggenrondeminorStrategic or Co-development PartnerBS Toys works with local Haarlem organization to encourage healthy playing in the community.

Scale indicators3 records

Recent moves3 records

Expansion highlights5 records

Broad incumbents

• Ravensburger: Large German games, puzzles, and toys company with global distribution. Overlaps with BS Toys on educational games, puzzles, and active games, but operates at much greater scale with broader portfolio and brand investment.
• Simba Dickie Group: German toy conglomerate holding multiple wooden and educational toy brands. Overlaps with BS Toys on wooden toys, active play, and European wholesale distribution, with significantly broader portfolio and channel reach.

Regional players

• Moulin Roty: French traditional toy and games brand with strong heritage and nostalgic positioning. Comparable in market overlap (France), traditional toy aesthetic, and B2B retail distribution, though with a softer plush/character focus.

Direct peers

• Plan Toys: Thai manufacturer of wooden, educational, and sustainable toys sold through B2B wholesale channels. Highly comparable to BS Toys in product mix (wooden construction, educational play, sustainability), target market (children 3+, schools, families), and B2B distribution model.
• Small Foot Company (Legler): German wooden toy brand under Legler with a wide catalog of FSC-certified wooden toys, games, and puzzles. Direct overlap with BS Toys on wooden educational games, active play, and FSC-certified sustainability positioning.
• Janod: French wooden toy and games brand with strong education and retro/nostalgic design language. Comparable product mix (wooden games, puzzles, outdoor toys) and has direct overlap with BS Toys' presence in the French market via BS Toys France.
• Quercetti: Italian educational toy brand producing wooden and plastic manipulative games, puzzles, and outdoor play. Similar B2B wholesale channel, educational/active play positioning, and catalog breadth.
• Djeco: French toy and games maker focused on educational, artistic, and wooden toys for children. Comparable target customer (children 3+, schools, families), B2B distribution, and award-winning design pipeline.
• Hape: German/Chinese wooden toy and baby product manufacturer with a strong sustainability and educational positioning. Operates B2B wholesale globally; comparable in materials (wood, FSC-aligned), age range, and educational active-play focus.
• Toysmith: US-based specialty toy supplier distributing small games, puzzles, and active play items through wholesale. Comparable B2B distribution model and portfolio breadth, though with a different geographic focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/BuitenSpeel
• Facebookfacebook.com/Buitenspeel
• LinkedInlinkedin.com/company/buitenspeel-b-v-
• Instagraminstagram.com/bs.toys/?hl=nl

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 BS Toys