Toy Shop Industry in Oslo: A Comprehensive Analysis

Toy shop is an important part of Oslo's local business community, with 136 companies registered in the municipality. In recent years, the industry has experienced both challenges and growth, with an average annual sales growth of 2.3% from 2016 to 2025. It is particularly noteworthy that the number of employees has increased by 1.1% during the same period, indicating a stabilization of the market after a decline in 2018. The industry has also shown itself to be relatively resilient, with an average EBITDA margin of 4%.

Sales Development

From 2016 to 2025, sales in the toy shop industry in Oslo have ranged between NOK 108.8 million and NOK 240.2 million. The most significant decline was recorded in 2018, with a reduction of 54.7% compared to 2017. Subsequently, there has been a gradual increase, with a rise of 41.5% from 2018 to 2019. The most recent period shows stabilization, with an annual growth of 2.0% from 2024 to 2025.

Number of Employees

The number of employees has shown a more fluctuating development, with a decline of 13.7% from 2017 to 2018 and an increase of 12.4% from 2023 to 2024. It is particularly noteworthy that the number of employees in 2026 is 268, which is almost as high as in 2016.

There are 136 companies registered in the toy shop industry in Oslo, with a variation in organizational forms. The most common forms are AS (20 companies) and ANS (1 company). Some of the most well-known companies in the industry include:

• Thomas Leker Storo As (Vitaminveien 7) – 39 employees
• Oslo Sentrum Leker (Stenersgata 1) – 30 employees
• Lambertseter Leker As (Cecilie Thoresens vei 17) – 24 employees
• Små Spor (Markveien 32A) – 18 employees
• Sprell Butikk As Avd Storo (Vitaminveien 7) – 16 employees

These companies have a varied financial health, with some showing negative operating results and others showing positive EBITDA margins.

All 22 companies in the toy shop industry in Oslo are registered in the municipality's central areas. There is significant activity in the Oslo area, with 268 employees and total sales of NOK 138.9 million. It is not specified which specific neighborhoods or areas have the highest activity, but it is clear that the industry is concentrated in the most populated and commercial parts of the municipality.

The industry has experienced a single bankruptcy, with Byggeklossen Grunerløkka As (Sannergata 2) being the only company registered as bankrupt. This indicates that the industry generally has a relatively stable financial health, even though there are some companies with negative operating results. For example, Oslo Sentrum Leker has an EBITDA margin of 0% and a negative operating result of NOK -247,000, while Lambertseter Leker As has a positive EBITDA margin of 8% and an operating result of NOK 1.0 million.

For founders considering starting a toy shop in Oslo, the data show that there are opportunities for growth, especially in areas with high population density and significant commercial activity. However, it is important to be aware of the competition and the financial challenges indicated in the data. Companies with high EBITDA margins, such as Lambertseter Leker As and Tveita Leker As, can provide a good starting point for analyzing what contributes to good financial health. SmartGrunder can help founders find optimal addresses in Oslo for a toy shop, based on natural development trends and market conditions.

Comparison with the Broader Industry

The broader industry public administration and defense in Oslo has 145 companies, which is more than the 136 companies in the toy shop industry. Sales in this industry have shown a more fluctuating development, with a decline of 44.6% from 2017 to 2018, but a gradual increase since. There is also a difference in the number of employees, with a decline of 8.3% from 2016 to 2017 in the broader industry, compared to a decline of 5.9% in the toy shop industry. Some of the most well-known companies in the broader industry include:

• Selfmade Norge As Avd Oslo (Alfaset 1. industrivei 4) – NOK 29.6 million in sales and 30 employees
• Panduro Hobby Karl Johan Oslo (Karl Johans gate 8) – NOK 19.7 million in sales and 16 employees
• Festmagasinet Standard As (Haslevollen 3E) – NOK 15.8 million in sales and 14 employees

These companies show that the broader industry has a higher degree of variation in sales and number of employees compared to the toy shop industry.

The toy shop industry in Oslo shows both opportunities and challenges for founders. With a stabilization of sales and number of employees after a period of decline, as well as a relatively high EBITDA margin, it can be a good time to open a new store. However, it is important to be aware of the competition and the financial challenges indicated in the data. SmartGrunder can help founders find optimal addresses in Oslo for a toy shop, based on natural development trends and market conditions.