Wickey International B.v.

What Wickey International B.v. does

Wickey International B.v. (operating via the German legal entity Wickey GmbH & Co. KG, headquartered in Gangelt, Germany) is a direct-to-consumer e-commerce retailer of wooden outdoor play equipment. The core assortment comprises climbing frames (Spieltürme), swings, stilt houses, sandboxes, playhouses, children's beds, spring rockers, and outdoor fitness gear, organized into sub-brands including Wickey (core residential), My First Wickey (toddlers), Wickey FIT (outdoor fitness), Wickey Disney (licensed character products), Wickey PRO (commercial EN-1176-compliant playground equipment), and the sister brand fatmoose. The company serves individual families as the primary segment, with a secondary B2B channel addressing municipalities, schools and kindergartens.

The commercial stack runs on a Magento-based e-commerce platform with country-specific storefronts across 28+ European country domains plus the US, augmented by dedicated seller accounts on Amazon (DE/FR/IT/UK/ES/NL), eBay, OTTO, ManoMano, Decathlon, bol.com, Cdiscount, Kaufland, Allegro, Leroy Merlin, Home24, MyToys, Galaxus and CDON. Differentiating product technology centers on Kesseldruckimprägnierung (pressure-impregnated wood) for weather resistance, an interactive play tower configurator with AR and 3D product visualization, and a tiered professional assembly service delivered via partner Vikingmontage. Marketing is multi-channel: paid search (Google Ads, Microsoft Ads), paid social (Meta via Smartly.io), organic social across Facebook, Instagram, TikTok, Pinterest, YouTube and LinkedIn, email/CRM (MailChimp, XQueue), affiliate (Tradedoubler, Shopping24) and review platforms (Trusted Shops, Trustpilot, Google). Payments are processed via Mollie with PayPal, Klarna, Apple Pay and major card networks.

Revenue is generated primarily through one-time B2C product sales (one-time license economics), supplemented by B2B public-playground equipment sales and assembly service commissions routed through Vikingmontage. The business is privately held by founder/management (Guido Goyen as Geschäftsführer), with no disclosed institutional investors, funding rounds, M&A activity or parent company in the source data. The customer base exceeds 1M lifetime buyers across Europe with a 4.17/5 TrustedShops rating from 12,628 reviews.

Name

Wickey International B.v.

Legal name

Wickey GmbH & Co. KG

Website

https://wickey.de

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

1–10 employees

Short description

Wickey is a German D2C e-commerce retailer of wooden outdoor play equipment (climbing frames, swings, sandboxes, playhouses, beds, fitness gear), selling via 28+ country-specific web shops and major European marketplaces to families across Europe and the US, with sub-brands including Wickey PRO for public playgrounds and Wickey Disney licensed products.

Ownership category

akta.pro rank

Headquarters

HQ city

Gangelt

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales

Revenue model

1. Direct Product Sales (B2C): One-time sale of wooden play equipment (play towers, swings, sandboxes, climbing frames, children's beds) directly to consumers through owned e-commerce platforms and marketplace channels. Products sold as self-assembly kits with optional professional installation service.
2. Direct Product Sales (B2B/Public): Sales of PRO-line public playground equipment to municipalities, schools, kindergartens, and commercial operators. Products comply with European standard EN-1176 for public playground safety.
3. Marketplace Sales: Sales through third-party marketplace platforms including Amazon, bol.com, Cdiscount, Decathlon, eBay, Kaufland, ManoMano, OTTO, and others across European markets.
4. Professional Assembly Services: Commission-based assembly service offered through partner Vikingmontage for professional installation of play towers. Pricing based on product value tiers (€549-€2365+ depending on play tower price).

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels10 records

Core offering

Wickey designs, sources, and sells wooden outdoor play equipment — including climbing frames (Spieltürme), swings, sandboxes, playhouses, children's beds, outdoor fitness equipment, and spring rockers — directly to consumers through owned e-commerce platforms across 28+ European country domains. The company also operates a separate Wickey PRO line supplying EN-1176 compliant commercial playground equipment to municipalities, schools, and kindergartens.

Product overview

Wickey is a German e-commerce company specializing in outdoor wooden play equipment for residential and commercial use. The core product portfolio centers on wooden climbing frames (Spieltürme) available in multiple series: Smart Series (basic customizable towers), Flyer Series (premium with slides), Disney Series (licensed themes), and PRO Series (commercial EN-1176 compliant). Supporting products include swings, sandbox equipment, spring rockers, children's beds, outdoor fitness equipment, and playhouses. The offering is structured as a modular system where customers purchase base towers that can be extended with accessory add-ons including slides, climbing walls, nets, and swing attachments. Accessories are designed to be compatible across tower models. The company also provides a professional assembly service through partner Vikingmontage and offers an augmented reality visualization feature for product placement preview. Products are sold exclusively online through the company's own web shop across 25+ European country domains, as well as through authorized marketplace partners including Amazon, eBay, OTTO, and Decathlon.

Differentiator

Problem solved

Functional benefit

Brands

• Wickey: Primary brand for wooden play towers, climbing frames, swings, sandpits, children's beds, and outdoor fitness equipment.
• Wickey PRO
• Wickey Disney
• Wickey FIT
• My First Wickey
• fatmoose

Products and services

• Climbing Frames (Spieltürme)
• Disney Series Play Towers
• Klettergerüste (Freestanding Climbing Frames)
• Stelzenhäuser (Stilt Houses)
• My First Wickey (Toddler Play Towers)
• Spielhäuser (Playhouses)
• Schaukeln (Swings)
• Kinderbetten (Children's Beds)
• Wickey FIT (Outdoor Fitness Equipment)
• Sandkästen (Sandboxes)
• Federwippen (Spring Rockers)
• Wickey PRO (Public Playground Equipment)
• Professional Assembly Service (Montageservice)

Quantifiable outcome

• Over 1 million satisfied customers across Europe
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration32 records

Feature4 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• VikingmontagecoreImplementation/ SI/ Consulting PartnerProfessional play tower assembly service partner operating across Netherlands, Belgium, and Germany. Vikingmontage provides on-site installation including ground anchoring with concrete, ensuring equipment is built according to European safety guidelines. Service offered at tiered pricing based on product value.
• DisneycoreStrategic or Co-development PartnerLicensing partnership for Disney-branded play equipment. Wickey produces play towers featuring Disney characters including The Lion King (DinkyHouse, GreenHouse), Mickey Mouse designs, and Adventure series (Stitch). Exclusive product line targeting families with young children.
• TradedoublerminorGTM or Marketing PartnerAffiliate marketing partner for performance-based customer acquisition across European markets. Provides tracking and commission management for affiliate publishers.
• MGT-COMMERCE GmbHcoreTechnology or IntegrationWebsite hosting provider for Wickey's e-commerce platform. Located in Berlin, Germany. Operates under a data processing agreement (AVV) ensuring GDPR compliance.
• CloudflarecoreTechnology or IntegrationContent delivery network (CDN) and DNS services providing global distribution, security, and performance optimization for Wickey's web platform.
• Trusted Shops AGcoreGTM or Marketing PartnerCustomer review platform and buyer protection services. Provides Trustbadge integration, review collection, and purchase protection for e-commerce transactions.
• Mollie B.V.coreTechnology or IntegrationPayment service provider (PSP) enabling multiple payment methods on the e-commerce platform including PayPal, credit cards, bank transfers, and localized payment options.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Market position

Weaknesses3 records

Competitive moat5 records

Customer concentration

• Xfacebook.com/spielturmwickey
• YouTubeyoutube.com/channel/UCT5wfV2gu5oelksNzVkvcgQ
• Facebookfacebook.com/spielturmwickey
• LinkedInde.linkedin.com/company/wickey-gmbh
• Instagraminstagram.com/wickey
• Pinterestde.pinterest.com/wickeyshop
• TikToktiktok.com/@wickey_spielturm

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Wickey International B.v.