Viking Toys: Timeless toys from the heart of Sweden

By Linnéa Mitchell

From a small village in southern Sweden to preschools and playrooms around the world – Viking Toys has spent over five decades proving that simplicity and quality never go out of style.

Viking Toys was founded in 1974 by Gösta Kjellme. Growing up around a family-run petrol station and workshop, Kjellme loved cars. That, combined with a playful mindset, steered him into the toy business — setting out to create toys of the highest possible quality. Armed with a suitcase full of samples, he soon secured his first sale in South Africa, laying the foundation for what would become a truly global brand.

Photo: Viking Toys

“Dad quickly realised that the need for simple but high-quality toys was universal, no matter the culture,” says Maggie Kjellme. Together with her two sisters, Josephine and Caroline, she has taken over the family business, something that came pretty naturally having grown up with their fathers’ clients around the dinner table – more or less part of the family.

Photo: Mikaela Adolfsson

Despite the fact that Viking Toys is now selling in more than 40 countries, its headquarters is still located in Torsås, Småland. The company’s core philosophy has also remained unchanged. “Our products are simple toys of high quality, made to endure and allow children the freedom to use their imagination,” Maggie explains.

Viking Toys: Timeless toys from the heart of Sweden

Durable toys. Photo: Mikaela Adolfsson

This thinking is reflected in the company’s six S principle: safe, soft, simple, silent, strong and sustainable. The toys are designed to encourage open-ended play, allowing children to create their own stories rather than follow pre-set narratives. Batteries, lights or sound effects will never be part of product development.

Ecoline bucket. Photo: Ida Becker

Over the years, Viking Toys has become a trusted name in preschools and educational environments, where durability and safety are essential. Ingrained in this focus is, of course sustainability, something that the company does not compromise on, with increasing use of bioplastics and recycled materials — and a long-term ambition to transition the entire range.

Sandpit. Photo: Viking Toys

In an industry shaped by fast trends and digital distractions, Viking Toys offers a quieter alternative. While children today may move earlier towards screens, the company remains committed to analogue play — believing that it plays a vital role in creativity and development.

Clock. Photo: Viking Toys

Looking ahead, the vision is clear: to continue creating toys that not only stand the test of time, but also to contribute to a more conscious future. Because sometimes, the simplest toys are the ones that matter most.