Toy Store Industry in Lillestrøm: An Analysis of Companies, Statistics, and Outlooks

Lillestrøm has an active toy store industry with 19 registered companies in the municipality, of which 16 are reported to be active. The industry has shown variations in sales and number of employees over time, with an increase in sales of 11.9% from 2024 to 2025. Strømmen is the most central area for toy stores, with four companies and 67 employees. EBITDA margins vary, with some companies achieving positive values while others report losses. The industry has a mix of AS (limited liability companies) and ENK (sole proprietorships), with AS dominating in terms of number of employees and sales.

SmartGrunder can help entrepreneurs find suitable locations in Lillestrøm for toy stores, based on data and market outlooks.

Sales and employee development (2016–2025):

• Sales: The industry had a low point in 2018 (NOK 35.2M) before a gradual increase to NOK 48.6M in 2025. The most significant increase was from 2024 to 2025 (+11.9%).
• Employees: The number of employees increased from 2020 (98) to 2021 (101), but has since decreased to 88 in 2026. There is a weak but stable trend in the number of employees over time.

Key figures in 2025:

• Sales: NOK 48.6M
• Number of employees: 85
• EBITDA margin: 6% (for Lillestrøm companies)
• Average EBITDA per employee: NOK 63.3K (for Lillestrøm companies)

Conclusion: The industry has shown a gradual improvement in sales, but with variations in EBITDA margins and number of employees. There is potential for further growth, especially in the Strømmen area.

Registered companies (19 total):

• AS: 7 companies, with a total of 91 employees and sales of NOK 49.1M (2025). They dominate in terms of number of employees and sales.
• ENK: 6 companies, but with 0 employees and 0 sales in 2025. This suggests that many of these companies are newly established or not operationally active.

Key companies (2025):

Organizational form: AS are the most common, with higher sales and employees than ENK. This suggests that AS are the main players in the industry.

Distribution of activity in the municipality (2025):

Conclusion: Strømmen is the most central area for toy stores, with four companies and 67 employees. Lillestrøm and Sørumsand have less activity, but with positive EBITDA values for the Lillestrøm company. Skedsmokorset has negative EBITDA values, which may indicate economic challenges.

Bankruptcies and economic stability:

• No companies in the toy store industry in Lillestrøm are registered as bankrupt in 2025. This indicates a relatively stable industry.
• Negative EBITDA values: Two companies (Les Og Lek Sørumsand AS and Ringo Leker Skedsmo AS) reported negative EBITDA in 2025 (-2% and -2% respectively). This may be a signal of economic challenges for these companies.
• Largest company: Strømmen Leker AS had the highest sales (NOK 21.3M) and EBITDA (NOK 347.0K) in 2025, indicating a strong position in the industry.

Conclusion: The industry is stable with no bankruptcies, but with variations in EBITDA margins. It is possible that companies with negative EBITDA need to improve their financial position.

Outlook for Entrepreneurs

Opportunities and challenges:

• Sales growth: The industry has shown an increase in sales from 2024 to 2025 (+11.9%), indicating growing demand for toy stores in Lillestrøm.
• Central locations: Strømmen is the most central area for toy stores, with four companies and 67 employees. This can be an advantage for new companies looking to establish themselves in an already active sector.
• Competitiveness: There are several companies in the industry, but with variations in EBITDA margins. This can provide opportunities for new companies looking to differentiate themselves through unique offerings or better financial results.

Recommendation: Entrepreneurs should consider establishing themselves in Strømmen, where there is a high concentration of toy stores, but also be aware of the competition and the need to achieve positive EBITDA margins.

Outlook for Broader Industry (Public Administration and Defense)

Contrast between the toy store industry and public administration and defense:

• Number of companies: Public administration and defense have 21 companies in Lillestrøm, while the toy store industry has 19 companies. This shows that public administration and defense are a larger industry in the municipality.
• Sales and employees: Public administration and defense had sales of NOK 75.7M in 2025, compared to NOK 48.6M for the toy store industry. The number of employees was 107 in 2026 for public administration and defense, compared to 85 for the toy store industry.
• Peer companies in public administration and defense:
• Panduro Hobby Strømmen (hobby market): NOK 18.6M in sales and NOK 761.4K in EBITDA.
• Strømmen Hjemmebrygg AS (home brewing supplies store): NOK 8.4M in sales and NOK 25.0K in EBITDA.

Conclusion: Public administration and defense are a larger and more stable industry in Lillestrøm compared to the toy store industry. This can present a challenge for entrepreneurs in the toy store industry, but also opportunities to establish themselves in a less competitive sector.

Lillestrøm has an active toy store industry with growth in sales and a relatively stable economic situation. Strømmen is the most central area, with four companies and 67 employees. There are opportunities for entrepreneurs looking to establish themselves in an already active sector, but there is also competitiveness and a need to achieve positive EBITDA margins. Public administration and defense are a larger industry in the municipality, but the toy store industry has potential for further growth. SmartGrunder can help entrepreneurs find suitable locations and strategies to establish themselves in Lillestrøm.