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.
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.
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 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.
Our management
May we introduce? Our leadership trio:
Martin Schierer
CEO
Katrin Behrens
CTO
Tobias Nieber
CFO
History
myToys gets a new look: modern, approachable, inspiring. For quick recognition, existing brand elements such as the myToys Yellow were transferred and supplemented by new items. The logo presents itself in a new, high-quality design.
In November 2021, myToys will open its 19th store - this time in Munich.
In 2021, myToys.de GmbH will exceed the 500 million euro revenue threshold for the first time. Together with subsidiary limango, the Group will thus grow to 894 million euros in terms of sales.
MYTOYS GROUP takes the commitment and performance of its partners as an opportunity to honor particularly outstanding partners with the MYTOYS GROUP Partner Program Awards - on behalf of all long-standing and newly affiliated retailers.
Retail media is one of the fastest growing forms of advertising in online marketing. MYTOYS GROUP has also recognized the potential and has been providing partners with an extensive retail media offering since 2017 in order to address customers in an even more targeted manner.
In 2020, MYTOYS GROUP will go one step further and introduce the self-service tool MYTOYS MYBRAND: The individualized advertising platform enables suppliers to book various retail media advertising formats in the myToys online store independently and in real time.
mirapodo celebrates its 10th birthday and is one of the largest online stores for shoes in Germany with over 220000 models and more than 1500 brands.
More than 130 new suppliers are now connected to the MYTOYS GROUP marketplace. Almost 80 of them have been integrated at mirapodo - including Group sister About You.
myToys comes of age! Launched 18 years ago as a small start-up, myToys has developed into one of the leading online retailers for family shopping in Germany. With 2000 employees, more than 500,000 products, over seven million customers and a turnover of 556 million euros.
The MYTOYS GROUP is significantly expanding its partner program and developing from an online store to a marketplace. Through the significant expansion of supplier cooperations and the associated broadening of the product range into niche areas of family-relevant products, the MYTOYS GROUP aims to become a comprehensive one-stop store for the family.
A new touch-optimized, responsive store platform and the myToys app go live. Customers can now access the online range from anywhere.
The MYTOYS GROUP continues to grow. On peak days, almost 60,000 packages leave the warehouse in Langenselbold and the team in Berlin has also grown significantly. For the more than 700 colleagues, larger office space is sought and finally found in Berlin's Schöneberg district.
In 2014, the MYTOYS GROUP concentrates its logistics in Gernsheim, where an additional warehouse with an area of 12000 m² is built. With a total of over 70000 m², the myToys warehouse is one of the largest and most modern logistics locations in Germany.
Just in time for its 15th birthday, myToys presents itself in a new look: inspiring, playful and with a clear design language. Key elements are a further developed logo and the myToys Yellow, which now ensures even greater recognition.
myToys is growing: The online shoe store mirapodo and the shopping community limango are to become wholly owned subsidiaries of myToys.de GmbH. Together, the aim is to continuously expand online market leadership in the family segment.
myToys evolves into the MYTOYS GROUP.
myToys is named "Mail Order Company of the Year 2012" - an award presented by the industry information service "Der Versandhausberater," FID Verlag GmbH and the Bundesverband des Deutschen Versandhandels e.V. (bvh - German E-Commerce and Distance Selling Trade Association) to companies that stand out for their innovative strength, social commitment and high level of customer orientation.
myToys opens its 10th store in Germany. More will follow in the coming years.
myToys logistics moves into the new location in Langenselbold. One year later, an additional warehouse is rented in nearby Gernsheim.
Happy Birthday myToys! More than 9 million packages have left the warehouse in Löhne in the past 10 years. More than 120 employees are already part of the team and myToys continues to grow. More space is needed!
In September 2009, myToys moves into larger offices in Berlin Kreuzberg and builds a new logistics center in Langenselbold near Frankfurt together with Schwab GmbH.
With the relaunch of the store in spring 2009, the shopping convenience for myToys customers will be further optimized, among other things through an improved structure of the range and extended filter options.
In 2007, not only is the first myToys catalog published, but myToys also passes the 100 million euro sales mark for the first time.
In 2006, myToys opened its first stores in Kassel and Worms, thus becoming a multichannel provider. Since then, customers have been able to decide for themselves whether they prefer to shop in stores or from the comfort of their own homes. Or simply both! Parents can access the entire range of products in the online store via order terminals in the stores.
myToys celebrates its 5th birthday. Time for a new claim: "The children's world on the Internet" becomes "Simply everything for your child". The store now stocks over 40,000 products. On peak days, over 10,000 orders are received.
In the first few years, myToys quickly expanded its product range and soon offered its customers much more than just toys. Parents can find everything for their children in the store, from initial baby equipment to children's fashion and school supplies.
The fact that myToys was able to prevail against the numerous competitors in the online toy trade at the time and survive the bursting of the dotcom bubble is also due to the commitment of strong investors and partners, above all the Hamburg-based Otto Group. We have been part of the northern German group since December 2000, when we were the first online pure player in the group.
In spring 2000, myToys moved to the capital. The Kulturbrauerei in Berlin's Prenzlauer Berg district became the new home of the "children's world on the Internet" and its 60 employees.
In 1999, five friends* have an idea: to sell toys and products for children via the Internet. Just three months later, on October 14, 1999, the online store myToys.de goes online. At that time, the company was still based in the small town of Lotte near Osnabrück.
*Founders of myToys.de GmbH: Dr. Oliver Lederle, Oliver Beste, Florian Forstmann, Peter Spiller, Annette Leisten
