About us | MYTOYS GROUP

The MYTOYS GROUP – from start-up to leading marketplace for families

Our focus is on children and families. And this for more than 20 years. We want to make families happy, support them, inspire and excite them. That’s why we rely on state-of-the-art technology, a convenient shopping experience, advice and extensive service offerings, even beyond the shopping cart. We are developing into a marketplace that offers parents not only toys, but simply everything to do with children.

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Vom Start-up zum führenden Marktplatz für Familien

It all started in 1999 with an idea - parents should be able to buy toys cheaply and easily over the Internet. No sooner said than done! Shortly afterwards, our store myToys.de goes online. The product range is quickly expanded. We no longer just offer toys, but everything for their children and become the leading online store for children's products in Germany. The first stores were added as early as 2006. From now on, we are a multichannel retailer.

But we set ourselves bigger goals: With the connection of mirapodo (2013), one of the leading online stores for shoes, we develop into a brand family. In addition to products for children, we now also offer parents fashion and shoes, thus continuing our growth course. We become the MYTOYS GROUP.

At our side: subsidiary limango, the leading shopping community for families in Germany. Together, we have been expanding our market leadership in the family segment since 2013.

To achieve our goal, we have been expanding our marketplace business since 2017 and are gradually transforming ourselves from a pure online retailer to a service platform for families. As such, we connect more than 5 million customers, 1500 partners and 5000 brands. Through our two online stores myToys and mirapodo, we now reach a large proportion of all German households with children.

The lives and needs of families and children always come first in all our considerations and decisions. We want to accompany families, support them in their everyday lives, inspire and excite them. That's why we focus on a convenient shopping experience, advice, and extensive service offerings, even away from the shopping cart.

Currently, more than 2000 employees work for the MYTOYS GROUP, 700 of them in Berlin. With their passion, ideas and competence, they help families every day to make everyday life with children a little bit easier. This guiding principle is expressed in our mission "We make families happy".

Life with children can be surprising, sometimes loud, sometimes quiet and full of joyful moments. We accompany families from the beginning, support and inspire - with our assortment and beyond.

From initial baby equipment, toys and furniture to children's fashion and school materials: With a comprehensive range and great brand diversity in all assortments, we simply offer our customers everything they need for a life with children. Extensive service offerings, helpful tips and detailed advice pages round off the shopping experience.

In addition to our online store, we are also represented in 19 myToys stores across Germany with more to follow.

In addition to our online store, we also have stores. There are now already 19 myToys stores across Germany and more will follow.

We know that no two feet are alike and tastes are different, just like us. That's why we live shoe diversity - whether trend or mainstream, premium or affordable. mirapodo is for everyone!

With over 500,000 styles, more than 2,800 brands, a complementary range of current fashion trends for men and women and a wide variety of bags and accessories, we offer our customers a comprehensive lifestyle range for the whole family.

We have been part of the MYTOYS GROUP since 2013 and are one of the leading online stores for shoes in Germany.

We are the Group's private shopping community and are based in Munich with a total of 300 colleagues. Our assortment includes non-seasonal products, overhang goods and new special collections in changing sales. Over 17 million women and families are already part of the limango world and the number is growing.

limango was founded in October 2007 by Johannes Ditterich, Martin Oppenrieder and Sven van den Bergh and has been part of the Otto Group for many years. In 2013, we finally became a wholly owned subsidiary of MYTOYS GROUP and have been conquering the family shopping market together ever since.

Facts & Figures

2000

Employees

905
million

EUR Sales in FY 21/22

1
million

Products

7,5
million

Active customers

21
million

Visits per month

5000

Brands in 2 different
Online Shops

2000 employees

905 million EUR
Sales FY 21/22

1 million products

7.5 million
active customers

21 million
Visits per month

5000 brands

Here we work

Historical building, modern content

The home of MYTOYS GROUP is Berlin. We work with around 700 colleagues on 7 floors in the listed building complex at Potsdamer Strasse 192. In addition to modern equipment, our main focus is on people, fun at work and personal interaction.

On each floor there are small kitchens for the common lunch break, the coffee in the afternoon or the conversation in between. For the small cravings we make a stop at the snack vending machine. For the big appetite we flock to the surrounding restaurants or cook something delicious together in our communal kitchen.

On the roof terrace we meet for a game of foosball or billiards and enjoy the evening view of the bustling city below us after our work is done.

There are small kitchens on each floor for a shared lunch break, afternoon coffee or conversation in between. For the small cravings we make a stop at the snack vending machine. For the big appetite we flock to the surrounding restaurants or cook something delicious together in our communal kitchen.

On the roof terrace we meet for a game of foosball or billiards and enjoy the evening view of the bustling city below us after our work is done.

Mehr erfahren

Facts about us

Responsibility

Our management

May we introduce? Our leadership trio:

Martin Schierer
CEO

Martin Schierer

CEO

Martin Schierer has been CEO of MYTOYS GROUP since June 15, 2020, and in this role is responsible for purchasing, the partner program, marketing and customer service, among other things. Even before his position at the MYTOYS GROUP, the graduate in business administration gained many years of experience in distance selling and e-commerce: as CEO, he led the Otto Group Russia, based in Moscow, for eight years. Before that, Schierer held several executive positions, including CEO of the Russian mail order company NaDom Group and Director of Marketing and Communications at neckermann.de GmbH.

Katrin Behrens
CTO

Katrin Behrens

CTO

Katrin Behrens has strengthened the management of MYTOYS GROUP since March 22, 2022. In her role as Chief Technology Officer, she is responsible for the IT organization and is actively driving forward the digital transformation of the company. Katrin Behrens started her professional career in 1997 in Controlling at OTTO and quickly took over project management for the design and development of IT systems and BI solutions. In 2003, she moved to Otto Group IT as communications manager for major IT transformation projects and, from 2006, was also responsible for IT architecture. Two years later, she moved to Bonprix, where, as Vice President IT, she managed the successful development of the process and IT landscape based on SAP, among other things.

Tobias Nieber
CFO

Tobias Nieber

CFO

Tobias Nieber has been CFO of MYTOYS GROUP since June 15, 2020, and in this role is responsible for Human Resources, Analytics, Controlling, Accounting, Legal and Logistics, among other things. He started his professional career in 2003 as Head of Controlling at Alba Moda GmbH. Before joining MYTOYS GROUP, the business administration graduate held senior positions at Otto Group Holding and as CFO at mirapodo from 2011 to mid-2013, among others, before moving to Otto Group Russia in 2017. Until 2020, he was responsible for the Russian business of the Otto Group together with Martin Schierer.