Industry · municipality
The Toy Shop Industry in Tønsberg: An Analysis of Companies, Statistics, and Outlooks
Key Figures, Development, and Opportunities for Entrepreneurs in Tønsberg Municipality
Top of the List: Key Figures and Development
The toy shop industry in Tønsberg has shown a mix of stability and variation in recent years. In 2026, there are 8 companies in the industry, with 45 employees and a total sales volume of NOK 38.1 million. This is a significant increase in the number of employees compared to 2025 (33), but sales have remained relatively stable at around NOK 38 million. An interesting development is that two of the newest companies (Bi Handel AS and Stian Svensen) have no employees or sales, which may indicate start-up or operational challenges.
Economic Overview: Sales and Employees Over Time
| Year | Sales (NOK) | Employees | Year-over-Year Change (Sales) | Year-over-Year Change (Employees) |
|---|---|---|---|---|
| 2016 | 52.4M | 53 | - | - |
| 2017 | 41.5M | 42 | -20.8% | -20.8% |
| 2018 | 31.2M | 33 | -24.7% | -21.4% |
| 2019 | 32.4M | 28 | +3.8% | -15.2% |
| 2020 | 38.3M | 22 | +18.2% | -21.4% |
| 2021 | 38.0M | 25 | -0.7% | +13.6% |
| 2022 | 37.0M | 34 | -2.7% | +36.0% |
| 2023 | 36.7M | 34 | -0.8% | +0.0% |
| 2024 | 37.7M | 32 | +2.6% | -5.9% |
| 2025 | 38.1M | 33 | +1.2% | +3.1% |
| 2026 | 38.1M | 45 | +36.4% | +36.4% |
Sales have been uncertain, with a significant decline from 2016 to 2018, but a gradual increase since 2020. The most notable development is in the number of employees, which increased by 36.4% from 2025 to 2026. This may indicate a stronger focus on employees in the industry in the past year.
Companies in the Industry: Structure and Development
Tønsberg has 8 companies in the toy shop industry, distributed across the following organizational forms:
- AS (Limited Company): 4 companies, 46 employees, total sales NOK 38.4M
- ENK (Sole Proprietorship): 4 companies, 0 employees, total sales NOK 0
Key Companies:
- Partyland Tønsberg (Torvgaten 4): 18 employees, sales NOK 0 (non-profit organization)
- Bamse AS (Farmandstredet): 10 employees, sales NOK 10.8M, EBITDA -NOK 132K
- Extra Leker Engros Tønsberg AS (Solkilen 2): 10 employees, sales NOK 27.6M, EBITDA NOK 1.3M
- Kids Outlet Tønsberg 7 (Valløveien 3): 8 employees, sales NOK 0 (non-profit organization)
Note that four of the companies have no sales or employees, which may indicate start-up or operational challenges.
Geographic Distribution: Activity in the Municipality
All 8 companies in the toy shop industry in Tønsberg are registered in the Tønsberg area. Distribution by district:
- Tønsberg: 4 companies, 46 employees, sales NOK 38.4M
- Åsgårdstrand: 1 company (Bi Handel AS), 0 employees, sales NOK 0
- Ramnes: 1 company (Stian Svensen), 0 employees, sales NOK 0
- Tolvsrød: 1 company (Tsjekt AS), 0 employees, sales NOK 0
There is a clear concentration of activity in Tønsberg's downtown, with four of the most active companies (Partyland, Bamse, Extra Leker, Kids Outlet) located there.
Operational Efficiency: Bankruptcy and EBITDA Analysis
Bankruptcy Statistics: None of the 8 companies in the industry are registered as bankrupt, indicating relatively stable operations.
EBITDA Development:
- Extra Leker Engros Tønsberg AS: NOK 1.3M (4% margin)
- Bamse AS: -NOK 132K (-1% margin)
- Partyland Tønsberg: 0 (non-profit organization)
- Kids Outlet Tønsberg 7: 0 (non-profit organization)
Two of the companies (Extra Leker and Bamse) have positive EBITDA, but Bamse has a negative margin. Four companies have no EBITDA, which may indicate new start-ups or operational challenges.
Outlook for Entrepreneurs: Opportunities and Challenges
The toy shop industry in Tønsberg shows stable sales (NOK 38.1M in 2025) and a strong increase in the number of employees (45 in 2026). This indicates growing interest in the sector, particularly with a focus on employees. Entrepreneurs should, however, be aware that four of the newest companies have no sales or employees, which may indicate operational challenges. A possible strategy is to focus on location in Tønsberg's downtown and strengthen EBITDA margins by improving cost control.
Comparison with the Parent Sector: Public Administration and Defense
Parent Sector (Public Administration and Defense) has:
- 10 companies, 59 employees, NOK 52.3M sales in 2025
- Greater stability in sales (NOK 52.3M) compared to the toy shop industry (NOK 38.1M)
- Lower EBITDA margins (not provided for the parent sector)
Peer Companies in the Parent Sector:
| Name | Address | Sales | Employees | EBITDA |
|---|---|---|---|---|
| Panduro Hobby Farmandstredet | Stoltenbergs gate 1 | NOK 13.9M | 9 | NOK 568K |
| Mye Moro As Avd Farmand | Jernbanegaten 1D | NOK 2.8M | 4 | NOK 217K |
The parent sector has higher sales and employees, but the toy shop industry has better EBITDA margins (4% for Extra Leker) compared to peer companies in the parent sector.
Other companies in offentlig administrasjon og forsvar (not in toy shop)
| Company | Industry | Address | Sales | Employees | EBITDA |
|---|---|---|---|---|---|
| Panduro Hobby Farmandstredet | hobby store | Stoltenbergs gate 1, 3110 Tønsberg | NOK 13.9M | 9 | NOK 568.0K |
| Mye Moro As Avd Farmand | party shop | Jernbanegaten 1D, 3110 Tønsberg | NOK 2.8M | 4 | NOK 217.4K |
Conclusion: Strengths and Challenges in Tønsberg
The toy shop industry in Tønsberg has shown stable sales and a strong increase in the number of employees in recent years. There is a clear concentration of activity in Tønsberg's downtown, with four of the most active companies located there. Entrepreneurs should, however, be aware that four of the newest companies have no sales or employees, which may indicate operational challenges. Compared to the parent sector (public administration and defense), the toy shop industry has better EBITDA margins, but lower sales and employees. A possible strategy is to focus on location in Tønsberg's downtown and strengthen EBITDA margins by improving cost control.