Toy Shops in Stavanger: Industry Analysis, Companies, and Outlook

Top of the list: Key figures and development

The toy shop industry in Stavanger has been marked by fluctuations in recent years. Sales and employees have shown uneven development, with a 42% decline in sales from 2019 to 2020, followed by a gradual increase. In 2025, the industry had 45 employees, a 23.7% decrease from 2024. This indicates a weak stabilization after a period of significant reduction in employees and sales.

Organizational form and operations

Most companies in the industry are AS companies, with 6 companies and 45 employees. This suggests a relatively high degree of organizational structure within the industry, although there are also sole proprietorships (ENK) and other organizational forms.

Bankruptcies and dynamics

One bankruptcy has been registered in the industry in Stavanger, namely Yes Vi Leker Madla As in Hafrsfjord. This shows that the industry has a certain level of risk, but it is not a widespread phenomenon. The bankruptcy has a negative effect on EBITDA and operating profit, but only one company is affected.

Sales and employee development

The toy shop industry in Stavanger has had a complex development in sales and employees over the years. Sales increased by 18.4% from 2016 to 2017, followed by a gradual decline from 2020 onwards. In 2025, sales were NOK 36.5 million, a 4.2% decrease from 2024. Employee numbers decreased by 23.0% from 2019 to 2020, but increased by 12.2% from 2021 to 2022 before a new decline.

Annual development

• 2016: 87 employees, NOK 57.2 million in sales
• 2017: +8.0% in employees, +18.4% in sales
• 2020: -23.0% in employees, -27.3% in sales
• 2025: 45 employees, NOK 36.5 million in sales

This shows a weak stabilization after a period of significant reduction in both employees and sales.

Companies in the industry

There are 16 registered companies in the toy shop industry in Stavanger, with a total of 45 employees. The most well-known companies include:

• Sprell Butikk As Avd Stavanger (11 employees, NOK 11.6 million in sales)
• Extra Leker Holding As (10 employees, NOK 45.9 million in sales)
• Extra Leker As Avd Veslefrikk (9 employees, NOK 16.3 million in sales)
• Sk Lek As (9 employees, NOK 3.3 million in sales)
• Dragons Nest Gaming As (5 employees, NOK 7.0 million in sales)

Organizational forms

Most companies are AS companies, with 6 companies and 45 employees. This suggests a relatively high degree of organizational structure within the industry, although there are also sole proprietorships (ENK) and other organizational forms.

Distribution of business in the municipality

The toy shop industry in Stavanger is most active in Stavanger and Hafrsfjord. In Stavanger, 6 companies with 45 employees are registered, while in Hafrsfjord, one company with 0 employees is registered. This shows that the industry is most concentrated in Stavanger, with a significantly smaller presence in Hafrsfjord.

Activity in Stavanger

• Stavanger: 6 companies, 45 employees, NOK 39.2 million in sales
• Hafrsfjord: 1 company, 0 employees, NOK 6.8 million in sales

This shows that the industry is most concentrated in Stavanger, with a significantly smaller presence in Hafrsfjord.

Bankruptcy and dynamics

One bankruptcy has been registered in the toy shop industry in Stavanger, namely Yes Vi Leker Madla As in Hafrsfjord. This shows that the industry has a certain level of risk, but it is not a widespread phenomenon. The bankruptcy has a negative effect on EBITDA and operating profit, but only one company is affected.

Industry dynamics

The industry has been marked by fluctuations in both sales and employees. A 23.0% decrease in employees from 2019 to 2020 has been registered, followed by a gradual increase again. This shows that the industry has a certain level of dynamics, but there is no clear trend in the development.

The toy shop industry in Stavanger has shown a weak stabilization after a period of significant reduction in both employees and sales. This shows that there may be opportunities for entrepreneurs who want to establish themselves in the industry, especially in Stavanger where there is a relatively high level of activity. However, it is important to be aware of the risky aspects of the industry, such as bankruptcy and declines in sales and employees.

Summary

The industry has a certain level of dynamics, but there is no clear trend in the development. Entrepreneurs should carefully consider the opportunities and risks before making decisions to establish themselves in the industry.

Comparison with public administration and defense

The toy shop industry in Stavanger has a weak stabilization compared to the broader category of public administration and defense, which has more companies and a more stable development. In 2025, public administration and defense had 68 employees, while the toy shop industry had 45 employees. Sales in public administration and defense were NOK 71.4 million in 2025, while the toy shop industry had NOK 36.5 million in sales.

Peer companies

In the broader category, we find companies such as:

• Selfmade Norge As Avd Stavanger (19 employees, NOK 28.9 million in sales)
• Birkemo As (6 employees, NOK 5.9 million in sales)

This shows that public administration and defense have a more stable development compared to the toy shop industry.

Conclusion

The toy shop industry in Stavanger has shown a weak stabilization after a period of significant reduction in both employees and sales. This shows that there may be opportunities for entrepreneurs who want to establish themselves in the industry, especially in Stavanger where there is a relatively high level of activity. However, it is important to be aware of the risky aspects of the industry, such as bankruptcy and declines in sales and employees.

SmartGrunder

SmartGrunder can help entrepreneurs find suitable addresses in Stavanger for the toy shop industry, based on data and analysis. We can also give advice on how to navigate the risky aspects of the industry.