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The future is playful

It doesn't matter how old you are or where you come from.  There are no limits and you'll find companionship in play. 

We develop toys that support the child's developmental journey from the very first playtime.  Learn new things every day through play.  It develops self-esteem, communication, motor skills, logic, creativity and language.



Carefully developed in Gemla, Sweden

We develop high-quality toys for our own popular brands – Micki, Lundby and Rubens Barn – as well as beloved figures like Pippi Longstocking.

You can trust that our toys are safe and will last for many generations.  We design and develop our toys in Gemla, in the heart of Småland, Sweden.  Some of our toys are also made here, in our own toy factory.


Some facts about Micki

  • Wide and long engagement in social sustainability .
  • All product development in Sweden
  • Head office and Micki factory in Gemla, Småland, Sweden
  • Founded in 1944
  • Family-owned
  • Around seventy employees in Sweden, Norway, Denmark, Finland, Germany and China.
  • Our toys are sold all over the world.
”When we create toys we always start from the child's needs.  The child's needs are the reason for developing the toy in the first place.  We develop each toy with care and thought, for the child and for the future.  This is what's needed to create a fun, developing product that lasts for many, many years.”

Micki-Kul – the foundation of over 75 years of play

The Micki story started back in 1944, in the toy capital of Gemla in Småland. The Aronsson family design the toy Micki-Kul together. ("Kul" is Swedish for fun.) The colourful, fun figure was an immediate success.


Over the years, the ingenious Aronsson toy manufacturers and new generations of the family have continued to create sustainable, fun toys that allow children to discover, play and learn. Adding a unique touch to toys has always been part of Micki's success.

Our Story