23/08/2023 – Toys
Toysino takes over Mytoys.de
With effect from 1 October 2023, the recently founded Toysino GmbH will take over the bricks-and-mortar retail business of Mytoys.de GmbH. A contract for the sale has been concluded and the parties have agreed not to disclose the selling price. The Mytoys brand has been retained.
Toysino was founded by Christian and Daniel Krömer. The pair are joint managing directors of Spielwaren Krömer GmbH & Co. KG, which operates 19 specialist toys and gifts retail outlets in Bavaria. From 1 October 2023, the 19 physical Mytoys shops will be added to these; their rebranding to Toysino should be completed by the end of February 2024. The roughly 160-strong staff of Mytoys will continue to be employed under their existing employment contracts. The Otto Group had announced in March 2023 that it would cease to operate the bricks-and-mortar retail business of Mytoys.de GmbH by the end of financial year 2023/24. The brand, on the other hand, would be given a new and attractive stage on otto.de. “The takeover of the Mytoys physical retail business […] opens up for us a once-only opportunity to quickly introduce the Toysino brand to a broad audience, establish it on the market and acquire an important toy business in many German cities,” says Christian Krömer. “We aim to give the staff a new professional home […].”