Toy Shop Industry in Skien: A Comprehensive Analysis

Toy shop is an important part of Skien's industrial structure, with 8 companies registered in the municipality. In recent years, the industry has shown variations in sales and number of employees, but there is a clear trend toward stabilization and growth after 2020. The most significant companies are Extra Leker Skien As and Partyland Arkaden, which together account for a significant portion of the industry's economic activity. The industry has also shown variations in organizational forms, with a focus on AS companies. This is an industry with growth potential, but with challenges related to competition and economic variations among companies.

Sales and Employee Development

• Sales: In 2025, the toy shop industry in Skien achieved total sales of NOK 32.0 million, an increase of 8.3% compared to 2024. This growth follows a period of variations, including a decline of -41.1% in 2018, but a strong increase of +58.4% in 2020.

• Employees: The number of employees in the industry has grown from 18 in 2016 to 29 in 2026, an increase of 61.1% over the period. The most significant increase was recorded in 2020 with +46.7%, while a decline of -16.7% was recorded in 2018.

Economic Indicators

• EBITDA margin: The average EBITDA margin for the industry is 5%, indicating a moderate profit margin.

• Average salary per employee: In 2025, the average salary per employee was NOK 2.1 million, which is higher than the average in many other sectors.

Registered Companies in the Industry

In Skien, the following companies are registered in the toy shop industry:

Organizational Form Statistics

• AS companies: 4 companies (50% of the total) with a total of 32 employees and NOK 25.9M in operating revenues.
• ENK companies: 2 companies with 0 employees and NOK 0 in operating revenues.

Company Attention

• Extra Leker Skien As is the most economically stable company in the industry, with NOK 23.5M in sales and NOK 1.3M in EBITDA in 2025.
• Partyland Arkaden and Lekehuset Skien As have not reported sales or EBITDA in 2025, which may indicate challenges or newly established companies.

Distribution of Activity in the Municipality

All 8 companies in the toy shop industry in Skien are registered in Skien itself, without subdivision into sub-areas. This shows that the activity is centered in the municipality's main town area. There is no data on distribution by specific neighborhoods or quarters, but it is clear that the industry is concentrated in Skien's central areas.

Geographic Weight

• Skien: 8 companies, 29 employees, NOK 32.0M in sales (2025).
• No subdivision: Data shows no details on distribution by specific neighborhoods or quarters.

Bankruptcies and Company Dynamics

• Bankruptcies: None of the 8 companies in the toy shop industry in Skien are registered as bankrupt in 2025. This shows relative stability in the industry.

• Company Dynamics:
• Extra Leker Skien As has shown stable growth with +7% in sales and +27.8% in number of employees from 2021 to 2022.
• Partyland Arkaden and Lekehuset Skien As have not reported sales or EBITDA in 2025, which may indicate challenges or newly established companies.
• Superbarna As has shown extreme growth of +26% in sales in 2025, but with 0% EBITDA margin.

Challenges

• Low EBITDA margin: The average EBITDA margin for the industry is 5%, indicating that many companies have high operating costs.
• Variation between companies: Large variations in economic performance between companies, with some companies achieving high sales and others lacking data or having low activity levels.

Outlook for Founders

The toy shop industry in Skien shows potential for growth, especially with the increasing sales and number of employees in recent years. This is an industry with a relatively stable market, but with competitive companies such as Extra Leker Skien As and Partyland Arkaden. Founders should consider differentiating themselves through unique offers, quality, or customer service to compete effectively.

Key Factors for Success

• Market share: It is possible to achieve market share through a focus on specialized toys or unique customer offers.
• Cost control: With an average EBITDA margin of 5%, it is important to reduce operating costs and improve efficiency.
• Location: Skien is an important city in Vestfold and Telemark, with good access to both local and regional customers.

Risk Analysis

• Competitive companies: There are already established companies that can be challenging to compete with.
• Economic variations: Some companies have shown low or no economic activity, which may indicate challenges in the industry.

Comparison with Public Administration and Defense

• Number of companies: Public administration and defense have 9 companies in Skien, while the toy shop industry has 8 companies. This shows that public administration and defense are a larger industry in the municipality.

• Sales: In 2025, public administration and defense had total sales of NOK 44.5M, while the toy shop industry had NOK 32.0M. This shows that public administration and defense have higher economic activity.

• Employees: Public administration and defense had 36 employees in 2025, while the toy shop industry had 29 employees. This shows that public administration and defense have a higher share of the workforce.

Peer Companies

• Panduro Hobby Skien (hobby market):

• Sales: NOK 13.3M
• Employees: 7
• EBITDA: NOK 543.9K

Conclusion

Public administration and defense are a larger and more economically stable industry in Skien compared to the toy shop industry. This can present a challenge for founders in the toy shop industry, but also opportunities to focus on specialized markets or unique offers to compete effectively.

The toy shop industry in Skien shows potential for growth, but with challenges related to competition and economic variations among companies. With increasing sales and number of employees in recent years, it is possible to achieve market share through a focus on unique offers and efficient operations. Founders should also consider collaborating with local companies or leveraging Skien's geographic advantages to strengthen their position in the market. SmartGrunder can help founders find suitable addresses and locations in Skien to start a toy shop, with a focus on natural advantages and strategic positioning.