

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.
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".
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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.
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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.
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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.
CloseFacts & 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
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.
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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.
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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.
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History


Im November 2021 eröffnet myToys seine 19. Filiale ‒ dieses Mal in München.


Retail Media ist eine der am schnellsten wachsenden Werbeformen im Online-Marketing. Auch die MYTOYS GROUP hat das Potenzial erkannt und stellt Partnern seit 2017 ein umfangreiches Retail-Media-Angebot zur Verfügung, um Kund*innen noch zielgerichteter anzusprechen.
2020 geht die MYTOYS GROUP noch einen Schritt weiter und führt das Self-Service-Tool MYTOYS MYBRAND ein: Die individualisierte Werbeplattform ermöglicht es Lieferanten, selbständig und in Echtzeit verschiedene Retail-Media-Werbeformate im myToys Online-Shop zu buchen.

Mittlerweile sind mehr als 130 neue Lieferanten an den Marktplatz der MYTOYS GROUP angebunden. Knapp 80 davon wurden bei mirapodo integriert – darunter auch Konzernschwester About You.
myToys wird volljährig! Vor 18 Jahren als kleines Start-Up gestartet, hat sich myToys zu einem der führenden Online-Händler für Family-Shopping in Deutschland entwickelt. Mit 2000 Mitarbeiter*innen, mehr als 500000 Produkten, über sieben Millionen Kund*innen und einem Umsatz von 556 Mio. Euro.

Eine neue touch-optimierte, responsive Shop-Plattform und die myToys App gehen live. Kund*innen können nun von überall aus auf das Online-Sortiment zugreifen.




myToys bekommt Zuwachs: Der Online-Schuh-Shop mirapodo und die Shopping-Community limango werden 100%-ige Tochterunternehmen der myToys.de GmbH. Gemeinsam soll die Online-Marktführerschaft im Familiensegment kontinuierlich ausgebaut werden.
myToys entwickelt sich zur MYTOYS GROUP.


myToys eröffnet seine 10. Filiale in Deutschland. In den kommenden Jahren werden weitere folgen.




2006 eröffnet myToys die ersten Filialen in Kassel und Worms und wird so zum Multichannel-Anbieter. Seitdem können Kund*innen selbst entscheiden, ob sie lieber stationär einkaufen möchten oder bequem von zuhause aus. Oder einfach beides! Denn über Bestellterminals vor Ort können Eltern auf das gesamte Angebot des Online-Shops zugreifen.
myToys feiert seinen 5. Geburtstag. Zeit für einen neuen Claim: Aus „Die Kinderwelt im Internet“ wird „Einfach alles für Ihr Kind“. Über 40000 Produkte führt der Shop nun schon. An Spitzentagen gehen über 10000 Bestellungen ein.


Im Frühjahr 2000 zieht es myToys in die Hauptstadt. Die Kulturbrauerei im Berliner Prenzlauer Berg wird die neue Heimat der „Kinderwelt im Internet“ und seiner damals rund 60 Mitarbeiter*innen.

1999 haben fünf Freunde* eine Idee: Spielzeug und Produkte für Kinder über das Internet zu verkaufen. Schon drei Monate später, am 14. Oktober 1999, geht der Online-Shop myToys.de online. Damals noch mit Sitz im kleinen Örtchen Lotte bei Osnabrück.
*Gründer myToys.de GmbH: Dr. Oliver Lederle, Oliver Beste, Florian Forstmann, Peter Spiller, Annette Leisten