ASTRUP Group A/S
ASTRUP Group A/S is a privately held Danish toy company, founded in 1965 and headquartered in Skjern, that designs and wholesales premium children's toys under the byASTRUP® and MAMAMEMO® brands through a B2B platform and distributor network spanning 10+ countries, plus a Private Label manufacturing service.
- Company typePrivate
- Founded1965
- HeadquartersSkjern, Denmark
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What ASTRUP Group A/S does
ASTRUP Group A/S is a privately held Danish toy company founded in 1965 and headquartered in Skjern, Denmark, that designs and wholesales children's toys under two owned brands — byASTRUP® (premium hobby horses, cuddle ponies, plush animals, dolls and role-play products with Nordic aesthetics) and MAMAMEMO® (wooden educational toys, play kitchens, pretend food, musical instruments, dolls and outdoor play). The portfolio spans hobby horses and accessories, cuddle ponies and stables, doll universes with clothing and carrycots, wooden stackers and puzzles, play kitchens, plush animals including weighted comfort toys, and a 2026 Vintage Circus collection of costumes, props and games. Products are produced through an international supplier network selected for quality, innovation, and ethical production rather than in-house manufacturing.
The company operates a wholesale B2B go-to-market: it sells to retailers, children's boutiques, gift shops, concept stores, museum shops, e-commerce businesses, and department stores via a direct B2B platform with registered reseller login, and via a regional distributor network covering 10+ countries across Europe (Denmark, Netherlands, Belgium, Luxembourg, Poland, Czech Republic, Finland, Switzerland, Germany), the Middle East (UAE) and Oceania (Australia, New Zealand). Pricing is unit-based with publicly disclosed Recommended Retail Prices ranging from approximately EUR 10 (rosettes, accessories) to EUR 230 (stables and hobby horse boxes). The company also offers a Private Label service providing end-to-end product sourcing, design, branding, packaging, prototyping, compliance and logistics for retailers and distributors wanting own-brand products. Headcount is in the 11-50 range and revenue is not publicly disclosed.
The company is led by CEO/CPO Poul Erik Pedersen and is privately held with no evidence of external institutional investment or public shareholders. Certifications include CE marking for European toy safety, FSC certification for wooden products, and participation in the German Der Grüne Punkt packaging recovery system. Digital presence includes B2B newsletters, trade fair participation, and active brand accounts on Instagram, TikTok, Facebook and LinkedIn for both brands.
ASTRUP Group A/S firmographics
Firmographics- Name
- ASTRUP Group A/S
- Legal name
- ASTRUP Group A/S
- Website
- https://astrupgroup.com
- Company type
- Private
- Founded year
- 1965
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- ASTRUP Group A/S is a privately held Danish toy company, founded in 1965 and headquartered in Skjern, that designs and wholesales premium children's toys under the byASTRUP® and MAMAMEMO® brands through a B2B platform and distributor network spanning 10+ countries, plus a Private Label manufacturing service.
- Ownership category
- akta.pro rank
ASTRUP Group A/S industry classification
Industry- Product category
- Children's Toys
- NAICS
- Doll, Toy, and Game Manufacturing (33993), Doll, Toy, and Game Manufacturing (339930), Toy and Hobby Goods and Supplies Merchant Wholesalers (423920)
- SIC
- Dolls & Stuffed Toys (3942), Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944)
- akta.pro primary industry
- Dolls, Plush & Action Figures Retail (CRALAFAD)
- akta.pro secondary industries
- Educational/Children’s Learning Games & Puzzles Retail (CRALALAN), Building Sets & Construction Toys Retail (CRALAFAE)
Keywords
Where ASTRUP Group A/S is headquartered
LocationHeadquarters
- HQ city
- Skjern
- HQ country
- Denmark
- HQ region
- Europe
Offices1 record
Markets served
ASTRUP Group A/S business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Wholesale Toy Sales: ASTRUP Group generates revenue through wholesale distribution of their owned brands (byASTRUP and MAMAMEMO) to retailers, toy stores, gift shops, concept stores, and e-commerce businesses worldwide. Products are sold at wholesale pricing to business customers.
- Private Label Manufacturing: ASTRUP Group collaborates with selected partners on private label product development and manufacturing. They provide end-to-end services including product sourcing, design, branding, packaging, production management and logistics for partners wanting custom toy products under their own brand.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Doll Accessories and Feeding Sets |
| Unit Pricing | Pay-as-you-go | Hobby Horse Accessories |
| Unit Pricing | Pay-as-you-go | Hobby Horse Apparel and Care |
| Unit Pricing | Pay-as-you-go | Cuddle Ponies and Accessories |
| Unit Pricing | Pay-as-you-go | Hobby Horses |
| Unit Pricing | Pay-as-you-go | Storage and Furniture |
| Unit Pricing | Pay-as-you-go | Games and Activity Sets |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels7 records
ASTRUP Group A/S product offering
Product offeringCore offering
ASTRUP Group A/S designs and produces premium educational children's toys under two owned Danish brands, byASTRUP® and MAMAMEMO®, sold wholesale to retailers, distributors, gift shops, concept stores, department stores, museum shops and e-commerce businesses worldwide. The portfolio spans hobby horses, cuddle ponies, plush animals, dolls, wooden toys, play kitchens, pretend food, musical instruments, and role-play costumes. The company also offers end-to-end private label manufacturing services including product sourcing, design, branding, packaging, prototyping, testing, compliance and logistics for partners developing custom toy products under their own brand.
Product overview
ASTRUP Group A/S is a Danish toy company operating two primary brands: byASTRUP® and MAMAMEMO®. byASTRUP® is a premium Danish brand focused on hobby horses, cuddle ponies, plush animals, dolls, and role-play products with Nordic design aesthetics. MAMAMEMO® offers wooden educational toys, play kitchens, pretend food, musical instruments, and outdoor play products. The company also provides Private Label services for custom product development. The portfolio spans hobby horses and accessories, doll accessories, wooden toys, play kitchens, plush animals, and vintage circus costumes. Products are distributed internationally through a network of distributors and directly via B2B platform.
Differentiator
Problem solved
Functional benefit
Brands
- byASTRUP®: Premium Danish brand specializing in beautifully designed toys, accessories, and interior items for children. Known for hobby horses, Cuddle Ponies, and Plush Animals with Nordic design aesthetics.
- MAMAMEMO®
Products and services
- byASTRUP® brand Premium Danish brand specializing in hobby horses, cuddle ponies, plush animals, dolls and role-play accessories designed with Nordic aesthetics for retailers, gift shops, children's boutiques and e-commerce businesses.
- MAMAMEMO® brand Danish-designed wooden toys and role-play products including play kitchens, pretend food, musical instruments and educational toys focused on learning through play, sold wholesale to retailers and distributors.
- Hobby Horses Premium hobby horses with realistic features including adjustable nylon manes, open mouths for feeding/bridling and detachable tails, available in multiple colors and patterns for children's imaginative play. Sold wholesale to toy retailers and distributors.
- Cuddle Ponies Soft 30cm toy horses with yarn mane and tail, adjustable legs and PU hooves, including Lucky (Grey), Pixie (Brown) and Daisy (Beige) models, offered wholesale to retailers for plush and pretend play.
- Hobby Horse Accessories Comprehensive range of hobby horse care and riding accessories including saddles, saddle pads and bonnets, bridles, halters and ropes, grooming bags, feeding sets, turnout blankets, rain sheets, unicorn horns, polo equipment and show jumping obstacles. Sold wholesale alongside hobby horses.
- Hobby Horse Stables and Boxes Wooden storage solutions for hobby horses including stables for 2 (104.5cm x 58cm x 27cm), horse boxes for 2 or 4 hobby horses and cuddle pony stables, sold wholesale to retailers.
- Doll Accessories Comprehensive doll care and play accessories including feeding sets, care sets, pram chains, nursery bags, slings, carrycots, bed sets and knit doll clothing, sold wholesale to toy retailers and gift shops.
- Plush Animals Soft plush animals including weighted plush toys for comfort (weighted dogs, monkeys, cats, bunnies, octopus, turtles), plus houses and shelters, sold wholesale to retailers and children's boutiques.
- Wooden Toys Educational wooden toys including stackers (Unicorn, Tiger), marble run houses, brick trays (Rose, Blue) and Larsen puzzle trays produced in Norway, sold wholesale to toy retailers and educational resellers.
- Play Kitchen Wooden play kitchens with modules, kitchen equipment and pretend play food designed for imaginative cooking role-play, sold wholesale to retailers and educational channels.
- Vintage Circus Collection Role-play costumes and toys including ringmaster capes, clown costumes, magician hats, tulle skirts, strongman barbells, stage pedestals, throwing rings, bead games, memory games, kaleidoscopes and wooden block sets, sold wholesale to retailers.
- Private Label Manufacturing End-to-end custom toy product development and manufacturing service for retailers and distributors, including product sourcing, design, branding, packaging, prototyping, testing, compliance and logistics for partners wanting custom toy products under their own brand.
Companies that use ASTRUP Group A/S
Customer profileNamed customers7 records
Segments3 records
Ideal customer profiles3 records
ASTRUP Group A/S technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
ASTRUP Group A/S partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered regional and core.
- AXIS TOYSregionalDistributor for Australia, located at Unit 4/22 Narabang Way, 2085 Belrose, NSW. Represents byASTRUP and MAMAMEMO brands in the Australian market.
- TOIZZ BVregionalDistributor for Belgium and Luxembourg, located in Alphen aan Rijn, Holland. Represents Scandinavian toy brands in the Benelux market.
- LOLI STORES S.R.O.regionalDistributor for Czech Republic, located at Holeckova 55, 15000 Prague 5. Markets byASTRUP and MAMAMEMO products in the Czech market.
- ECONOMY AGENCY OYregionalDistributor for Finland, located at Vesijärvenkafu 25, 15140 Lathi. Represents and distributes ASTRUP Group brands in Finland.
- DWKIDSregionalDistributor for Poland, located at ul. Monte Cassino 18, A/10, 70-467 Szczecin. Distributes byASTRUP and MAMAMEMO brands in Poland with active Instagram presence.
- GOOD IDregionalDistributor for Switzerland, located at Obstgarten 6, 6402 Merlischachen. Represents ASTRUP Group brands in the Swiss market.
- TOY BOX GENERAL TRADING LLCregionalDistributor for UAE, located at Warehouse 2, Street 22, Land 73, Al Quoz Ind 3. Markets ASTRUP Group toys in the Middle East region.
- International Supplier NetworkcoreASTRUP Group collaborates with carefully selected international manufacturers who share commitment to quality, innovation, ethical production, and long-term partnerships. The supplier network grows annually, providing specialized expertise across multiple product categories.
Scale indicators2 records
Recent moves5 records
Expansion highlights5 records
ASTRUP Group A/S competitors and assessment
Company assessmentDirect peers
- Liewood: Danish children's brand selling design-led toys, accessories, and home textiles through concept stores and gift shops; shares Nordic design DNA with ASTRUP and targets the same premium Scandinavian-design buyer in boutiques and e-commerce.
- Kids Concept: Swedish wooden toy and play kitchen brand sold via independent toy retailers and concept stores; competes with MAMAMEMO's play kitchens, wooden toys, and pretend play ranges across European specialty channels.
- Konges Sløjd: Danish children's lifestyle brand with toys, doll prams, and accessories; overlaps with ASTRUP's doll universe, strollers, and Nordic aesthetic positioning across children's boutique and gift-shop wholesale channels.
- Steiff: Premium German plush and stuffed animal maker with comparable gift-shop, boutique, and toy-store distribution; competes head-to-head with byASTRUP's plush and cuddle pony ranges on quality positioning and price points.
- Janod: French wooden toy and games brand sold through toy stores and gift shops; overlaps with MAMAMEMO's wooden toys, puzzles, and role-play kitchen categories across the same European independent retail channel.
- Plan Toys: Thai manufacturer of sustainable wooden educational toys with FSC-certified materials; competes directly with MAMAMEMO on wooden toys, learning toys, and sustainable positioning for the same specialty toy retail customers.
- Maileg: Danish-designed premium plush mice, dolls, and accessories for children; closest direct peer given shared Danish origin, premium positioning, doll/role-play accessories, and gift-shop retail channel overlap with byASTRUP and MAMAMEMO.
- Schleich: German manufacturer of detailed figurines including horses, farm, and animal toys distributed globally through toy retailers; directly competes in the hobby horse, animal figurine, and educational play categories that ASTRUP sells to the same wholesale customers.
Broad incumbents
- Hape International: Global wooden toy manufacturer with broad category coverage including educational toys, play kitchens, and baby toys; competes with MAMAMEMO on wooden toys and educational play and reaches similar independent toy-store buyers worldwide.
- Brio: Swedish heritage wooden toy maker (now part of Kid ASA) with broad portfolio of wooden toys, playsets, and educational items; competes broadly with MAMAMEMO on wooden toys through mass and specialty retail channels in Europe.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
ASTRUP Group A/S social profiles
Digital presenceASTRUP Group A/S compliance and trust
Trust signalCompliance4 records
ASTRUP Group A/S financial estimates
Financial estimateRevenue estimate
Valuation estimate
ASTRUP Group A/S leadership team
Management profileNumber of profiles
Profiles1 record
ASTRUP Group A/S funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ASTRUP Group A/S M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about ASTRUP Group A/S
What does ASTRUP Group A/S do?
ASTRUP Group A/S designs and produces premium educational children's toys under two owned Danish brands, byASTRUP® and MAMAMEMO®, sold wholesale to retailers, distributors, gift shops, concept stores, department stores, museum shops and e-commerce businesses worldwide. The portfolio spans hobby horses, cuddle ponies, plush animals, dolls, wooden toys, play kitchens, pretend food, musical instruments, and role-play costumes. The company also offers end-to-end private label manufacturing services including product sourcing, design, branding, packaging, prototyping, testing, compliance and logistics for partners developing custom toy products under their own brand.
Is ASTRUP Group A/S a public or private company?
ASTRUP Group A/S is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was ASTRUP Group A/S founded?
ASTRUP Group A/S was founded in 1965. It employs 11 to 50 people.
Where is ASTRUP Group A/S based?
ASTRUP Group A/S is headquartered in Skjern, Denmark, in the Europe region.
How does ASTRUP Group A/S make money?
Two revenue lines are on record. Wholesale Toy Sales are the primary driver. The others are private Label Manufacturing.
Who are ASTRUP Group A/S's main competitors?
Direct peers on record are Liewood, Kids Concept, Konges Sløjd, Steiff, Janod, Plan Toys, Maileg and Schleich. Broad incumbents are Hape International and Brio.
Does ASTRUP Group A/S have an API?
No public API is recorded for ASTRUP Group A/S.
What industry is ASTRUP Group A/S in?
ASTRUP Group A/S's product category is Children's Toys. Its primary akta.pro industry code is CRALAFAD, Dolls, Plush & Action Figures Retail, with a secondary code of CRALALAN, Educational/Children’s Learning Games & Puzzles Retail. Its NAICS code is 33993 and its SIC code is 3942.