We are the leading retail company for toys and other children’s products in the Nordic region, defined by our strong heritage and sound store concepts. We have a passion for play, a commitment to responsible business and a desire to meet and exceed customer expectations at every occasion.

A leading position through almost 300 BR and TOYS”R”US stores

Through our two retail chains BR and TOYS”R”US, we offer a broad range of inspiring products that enable children of all ages to explore and develop their creativity while learning and having fun. The range spans everything from toys, trampolines and pools to children’s books, bed linen, role-play costumes and accessories. We sell our own brand products and other leading international brands.

We operate almost 300 stores. Most of our stores are in the Nordic region, but we also have more than 20 BR stores in Germany. In addition, we have four BR web shops and four TOYS”R”US web shops. This makes TOP-TOY the leading player in the Nordic toy market.

Inspiring play for more than 50 years – and continuing to innovate 

TOP-TOY has more than 50 years of experience in inspiring play. We modernise our business continuously and take an innovative approach that includes investing in new store concepts. In 2015/2016, we took an important step towards strengthening our development and innovation capabilities through a new partnership with the private equity fund EQT. The partnership adds competencies and capital to TOP-TOY that will support the market share growth of our retail banners. EQT is now the majority shareholder in the company, while the founding Gjørup family still owns approximately 24%.

Key figures

Our stores and employees


Our five core values are embedded in the way we work and in each of our employees.

Business Sense

We are retailers in an industry that requires good business intuition. We strive to give our customers the best possible service and offer them products of the right quality at the right time and price. Good business sense is also about being proactive and driving our markets.


We take responsibility for our actions throughout the value chain and with respect for our most important stakeholders – the children who play with our products. We invest many resources in ensuring our customers can trust our products to be safe, produced under responsible conditions and marketed in an ethical manner.

Family tree

The importance of family is apparent throughout TOP-TOY. Families are the most frequent visitors to our stores, and there is a strong family spirit among our employees. We have an informal culture where we talk openly and respectfully with each other, and where humour plays an important role. We respect that our employees also have a life with their families outside TOP-TOY, so we make it a priority to ensure a good work-life balance.

Top performance

We strive to be top performers. We want to do better than yesterday, and we do this by listening to relevant stakeholders and closely monitoring our performance. Our objective is to win in the long term, which is why we will never compromise the long term to meet short-term targets. An important part of top performance is making and implementing the right decisions without being afraid to raise concerns and make necessary changes.

Toy fun

Fun is a key driver of our work that we would not be without. Just as children have fun experimenting and trying out new things, we have fun when choosing and testing the products we sell and growing our company and developing our individual skills in collaboration with each other.


At TOP-TOY, we strive to conduct our business in an ethical manner. To support this, we have developed our Code of Conduct, which helps guide the responsible behaviour of our employees.

The Code of Conduct is a tool for encouraging and supporting dialogue when solving the ethical dilemmas that employees may face in their daily work and for establishing clear roles and responsibilities across the organisation. It also ensures our external stakeholders know what to expect from us.

Detailed policies and tools support the practical application of our Code of Conduct.

We encourage our employees to raise questions or concerns and report any violations of our Code of Conduct. External parties who wish to raise a concern or make a complaint can do so through our customer service channels or by contacting us at:

The Code addresses 11 critical issues, including:

Gift and entertainment:
We say no to gifts – to ensure transparent business decisions.

Conflict of interest:
We are objective in our decision-making.

We seek to provide a working environment based on mutual respect, trust, loyalty and fairness. Employees should be free from any type of harassment, take responsibility for their actions, share knowledge and lend each other a helping hand when needed.

Product integrity:
We want our customers to trust our products.

Responsible marketing:
We support fair play in marketing. As a company that markets towards children, we believe we have an even bigger responsibility to conduct our marketing in an ethical way.

We support the principles of fair competition.


The majority shareholder is private equity fund EQT, which owns 73% of TOP-TOY, while the founding Gjørup family owns 24%. The remaining shares are owned by board and management members.

Board of directors

Our Board of Directors consists of four members appointed by EQT and two members of the founding Gjørup family.

Top management

TOP-TOY is led by an Executive Management Team and a Top Management Team.


Our ambition is to inspire play @ every occasion. We should inspire many different ways of playing, learning and having fun for children and their families. Achieving this ambition is key to maintaining our position as the undisputed leader in the Nordic retail toy market and achieving sustainable growth. To meet our ambition, we have established three core aspirations.

Our core aspirations

Examples of strategic priorities that support our core aspirations:

  • We have introduced BABIES”R”US a new baby section in our TOYS”R”US stores, designed as a store within the store and its own look and feel. Our baby venture has commenced with test stores in Sweden as well as on our Danish and Swedish web shops.
  • We will continue to revitalise Club BR by significantly increasing the value and benefits for Club members so they have more reasons to visit BR all year round. One of the initiatives already implemented is the introduction of “HAPPY Guarantee” for all Club BR members.
  • We have introduced a new omnichannel strategy to continue professionalising our web shops and improving the customer experience. As part of this strategy we have changed our system platform, giving us the foundation we need to upgrade the customer experience in the years ahead. At an organisational level, we have significantly strengthened the teams responsible for ongoing improvements to our online environment.
  • Based on the success of our own brand products in BR, we have decided to offer them to customers in TOYS”R”US as well. We have therefor introduced a new line of own brand products called “SPIRE”. “SPIRE” will be sold in BR and TOYS”R”US. We will continue to strengthen our exclusive offering and make focused investments in our own products and private label across both our banners.
  • We implemented a new global ERP system in March 2017. This is an important step in our continued efforts to increase our agility and create even better customer experiences.


1953: Before BR

Newsagent Børge Rasmussen starts to sell newspapers, magazines and stationery in the Danish town Roskilde. Around Christmas time, he includes toys in his product range.

1963: First BR

When Børge Rasmussen’s son Henrik Gjørup returns home from a trip to the United States, he is inspired by his work experience with a leading retail chain. Soon, his father and brother Bjarne Gjørup decide to open a chain of toy stores. ‘BR-Legetøj’ is born in Roskilde, where the newsagent is turned into a toy store and renamed ”BR” after Børge Rasmussen.

1969: First BR in Copenhagen

The first BR store in Copenhagen opens in Købmagergade (the high street).

1970: First Christmas catalogue

The first BR Christmas catalogue bears the slogan: “We accept returns with a smile.”

1980: First own brand products

In the 1980s, the company begins to sell own brand products. Today, many are household names in the Nordic region: KIDS-WOOD, FLEXI-TRAX, HAPPY HOUSE, BELLINO, COLOR KIDS and PLAY2LEARN.

1981: The BR mascot is born

On introducing the mascot, a competition is held to find a name. Danish children respond by sending more than 32,000 suggestions. The most popular is Fætter BR (Cousin BR). The BR mascot has changed very little over the years and has retained its original charm and sense of fun.

1987: First mega toy store in Denmark

TOP-TOY opens the first mega toy store in Denmark under the “SUPERLEG” name. Between 1987 and 1996, nine SUPERLEG mega stores are opened.

1990: Company name changes to TOP-TOY

TOP-TOY A/S becomes the company’s official name and is still the name of the parent company today.

1991: First store in Sweden

“BR-Leksaker” opens in a 750m2 store in Malmö, Sweden.

1992: Buying office opens in Hong Kong

TOP-TOY opens a buying office in Hong Kong to be closer to suppliers and monitor quality and safety more easily.

1994: First customer loyalty programme is established in Denmark and Sweden

The loyalty programme aims to keep customers shopping at their local BR store. Targeting children up to the age of 14, the programme involves giving each child a book where they can collect the stickers they receive after a purchase. When the book is full, the kids can hand it in to get a discount. The programme also includes a newsletter.

1996: TOYS”R”US joins TOP-TOY in the Nordic region

TOP-TOY signs a master franchise to operate the TOYS”R”US brand in the Nordic countries. All nine SUPERLEG mega stores are renamed and refitted with the TOYS”R”US design, and TOP-TOY takes over the original four TOYS”R”US stores in Stockholm, Gothenburg and Malmö in Sweden and Copenhagen, Denmark.

1996: A new 28,000m2 warehouse is built in Greve, Denmark

1997: TOYS”R”US opens first store in Norway

1999: BR’s first online shop

BR launches its ‘webshops’ in Denmark, Sweden and Norway, but people are not ready to buy things online yet. After a few years, the websites are closed down.

2000: BR acquires biggest toy chain in Sweden

BR acquires the ‘Stor & Liten’ toy chain and turns all 25 shops into BR-Leksaker.

2003: TOP-TOY opens first BR store in Norway – “BR-Leker” in Haugeslund

2006: TOP-TOY opens first TOYS”R”US in Finland

2007: TOP-TOY launches BR in Germany

TOP-TOY acquires the ‘ Salzmann Spielwaren’ toy chain in northern Germany, including the existing staff. All existing stores are turned into BR stores.

2007: TOP-TOY opens its first TOYS”R”US in Iceland

2008: Further expansion of BR in Norway

TOP-TOY acquires the Norwegian Edwis toy chain and converts all outlets into BR stores.

2009: Club BR is launched

Following the success of the original customer loyalty programme, which started in Denmark and Sweden in 1994, Club BR is launched in Norway, Finland, Germany and the Faroe Islands.

2010: TOP-TOY joins UN Global Compact

As part of its on-going commitment to sustainability, TOP-TOY becomes a member of the UN Global Compact to support issues concerning human and labour rights, the environment and anti-corruption.

2010: BR re-launches its webshops

Today TOP-TOY has four BR webshops in Denmark, Sweden, Norway and Finland.

2012: TOYS”R”US webshops open

Today TOP-TOY has 4 TOYS”R”US online shops in Denmark, Sweden, Norway and Finland.

2014: Launch of BR Wood

The BR Wood product series is made entirely of FSC certified wood.

2015: EQT as strategic partner

TOP-TOY enters a new partnership with the private equity group EQT. The partnership adds competencies and capital to TOP-TOY that will support the market share growth of our retail banners. EQT is now the majority shareholder in the company, while the founding Gjørup family still owns approximately 24%. The Board of Directors, Including the chairmanship, is changed to reflect the new ownership structure.

2015: Launch of BR Bath

Like all our new BR product lines, new BR Bath integrates environmental concerns. The packaging is made of recycled cardboard with a UV coating that ensures quality and environmental standards are met.

2016: Closure of NORSTAR – TOP-TOY’s wholesale business

In 2015, TOP-TOY announces the decision to close its wholesale business, NORSTAR. The decision is part of a strategic decision to focus on retail. The closure is finalised on 1 January 2016.

2016: First CEO from outside the Gjørup Family

In April 2016, Søren Torp Laursen is appointed new CEO of TOP-TOY. He is the first TOP-TOY CEO without family ties.

50 year anniversary magasine

 In 2013 we celebrated our 50 year anniversary – download our anniversary magasine below.

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TOP-TOY A/S | Delta Park 37 | DK-2665 Vallensbaek Strand | Denmark | +45 4616 3656
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TOYS“R”US, the TOYS“R”US & Star design and the Giraffe design are registered trademarks of Geoffrey, LLC. TOP-TOY A/S is a licensee of Geoffre y, LLC.