Stories 2022.01.13

Handed down from sister to brother

In 2007, Amelie Råberg, Anna Enander and Johanna Backman found a gap in the market. They started selling self-designed toys and furnishings in Scandinavian style made entirely of wood. With functionality and innovation at heart and to encourage better play for all children.

The products from Kids Concept have such great quality and lasting value that they can be passed down between siblings and later even be sold second-hand. That was what inspired the founders from the start – to never work with plastic, and focus instead on durable, FSC-labelled wood. They also decided to make the toys more unisex than what other toy companies were producing, and they found inspiration in their own old toys and on the second-hand market.

Products created from the child’s perspective

From beautifully designed toys, children’s furniture and interior details in wood, to role play toys and musical instruments – all Kids Concept products are made from premium materials and put together in different concepts in coordinated colors to make it easy to combine and create harmonious children’s rooms in Scandinavian style.

“When designing a product, you need to have an eye for detail and enjoy exploring and trying out new things. We work with several different materials, combining textures and colors that are interesting to put together. A simple drawing on a paper is normally where it starts,” says co-founder Anna Enander.

Complying with top-quality standards and working closely with skilled suppliers from across the world, it takes anywhere between six to eighteen months for a fully-tested product to reach a child’s hands.

“Sustainability is top of mind and goes hand in hand with function. Our toys need to be safe and functional. And we always start from the child’s perspective,” concludes Anna Enander.

Growing on the back end of challenges

Whilst Covid-19 was difficult for many, it helped Kids Concept accelerate the digital journey, which in turn resulted in record sales. “People in many countries that were not as far ahead in e-commerce began to use it, and families that were in lockdown found us when their children started staying home from school,” comments co-founder Amelie Råberg.

Today, Kids Concept’s products can be found at Kids Concept’s own e-commerce platform as well as other web shops and physical stores. In the UK, which is the company’s second largest market after Sweden, Kids Concept is sold at premium retailers such as Selfridges and Liberties. The brand also has a massive fanbase on Instagram with more than 100,000 followers.