The Children's Toy Store Industry in Gjøvik: Current Status and Future Outlook

The children's toy store industry in Gjøvik has a complex history with both strong growth and challenges. In 2025, there are 3 registered companies in the industry, but one of them, Søte Drømmer As, has gone bankrupt. This shows that the industry has both potential and risk. At the same time, one of the operating companies, Barnas Hus Norge As, has achieved high sales figures and a positive EBITDA, which could inspire new players.

Sales and employees:

• Sales in Gjøvik have varied significantly over the years, increasing from NOK 4.9M in 2021 to NOK 20.3M in 2023, before dropping to NOK 17.8M in 2024 and NOK 21.3M in 2025.
• The number of employees has been more stable, decreasing from 19 in 2016 to 7 in 2021, before rising to 12 in 2023 and 11 in 2024.

Trend analysis:

• The most dramatic growth was recorded between 2021 and 2022, with a sales increase of 167.7%.
• In 2023, the industry saw a sales increase of 55.2%, but there was a decline of 12.6% in 2024.

Conclusion: The industry has shown significant variation, but there is a clear upward trend in recent years, especially after 2021.

In Gjøvik, there are 3 companies registered in the children's toy store industry:

1. Barnas Hus Norge As Avd Gjøvik (Jernbanesvingen 6)

• Organisational form: AS
• Number of employees: 11
• Sales: NOK 21.2M
• EBITDA: NOK 900.5K
• EBITDA margin: 4%

1. Knutsen Barnetøy (Odnesvegen 528, Bybrua)

• Organisational form: ENK
• Number of employees: 0
• Sales: NOK 0
• EBITDA: NOK 0

1. Søte Drømmer As (Storgata 9)

• Organisational form: AS
• Number of employees: 0
• Sales: NOK 2.5M
• EBITDA: NOK -217.0K
• Bankruptcies: Yes

Organisational forms:

• AS is the most common organisational form, with 1 company and 11 employees.
• ENK is also represented, but with 0 employees and 0 sales.

All companies in the children's toy store industry in Gjøvik are registered in Gjøvik. Distribution by location:

• Gjøvik: 1 company, 11 employees, sales of NOK 21.2M.
• Bybrua: 1 company, 0 employees, sales of NOK 0.

Important addresses:

• Jernbanesvingen 6 is the headquarters of Barnas Hus Norge As, which is the most active company in the industry.
• Storgata 9 is the home of Søte Drømmer As, which has gone bankrupt.
• Odnesvegen 528 is the address of Knutsen Barnetøy, which has 0 employees and 0 sales.

Bankruptcies:

• Søte Drømmer As is the only company bankruptcy in the industry in Gjøvik. This company had a sales surplus of NOK 2.5M, but an EBITDA of NOK -217.0K and 0 employees.

Financial indicators:

• The average EBITDA margin in the industry is 4%, but Søte Drømmer As had a negative margin of -8%.
• The average sales per employee is NOK 1.9M, while Søte Drømmer As had NOK 817.3K per employee (due to 0 employees).

Conclusion: The industry has a relatively stable financial structure, but bankruptcies like Søte Drømmer As show that there can be challenges for companies with a low number of employees and low sales surplus.

Growth trends:

• The industry has shown strong growth after 2021, with a sales increase of 167.7% from 2021 to 2022. This may indicate increased demand for children's toys in Gjøvik.
• In 2023, the industry saw a growth of 55.2%, but there was a decline of 12.6% in 2024. This may be due to market fluctuations or competitive pressure.

Opportunities for entrepreneurs:

• Barnas Hus Norge As is a good example of a successful company in the industry, with high sales figures and a positive EBITDA.
• It is possible to leverage the growth trend from 2022 to 2023, but it is important to be aware of bankruptcies like Søte Drømmer As.
• Knutsen Barnetøy has 0 employees and 0 sales, which may indicate a potential opportunity to establish oneself in this location.

The children's toy store industry in Gjøvik has both potential and challenges. There are 3 companies registered, but one of them is bankrupt, showing that there can be risk in the industry. At the same time, Barnas Hus Norge As has proven to be a successful company with high sales figures and a positive EBITDA. This can inspire new players in the industry. Entrepreneurs should be aware of market fluctuations and competitive pressure, but there are also opportunities for growth, especially after 2021.