We strive to run our business in an ethical way. This means taking responsibility for our actions throughout the value chain and for our most important stakeholders – the children who play with our products.
Products you can trust
Our sustainability priorities are defined by what we consider material for us as a company with children as the end-consumers: making sure that our customers can trust our products and our marketing.
Our customers should be able to trust that toys bought in our stores are safe for their children to play with, meet all applicable national and international legislation and have been produced under responsible conditions for factory workers. In addition, when children come in our stores or browse our catalogues, they should not be exposed to products or marketing that could affect them negatively. For this reason, we avoid stereotyping, sexualisation and products that promote gambling, for example.