Thalia gives toy market a jolt with Kromer and Toysino acquisitions
Thalia, a bookseller, acquires ownership of two toy manufacturers. - Dealer Thalia acquires ownership of two toy manufacturing businesses.
Embrace the new wave shaking up the toy market! The bookstore chain Thalia is broadening its horizons beyond pages, delving into the realm of toys with its latest moves. After snatching Mukk, an independent toy retailer last year, Thalia has now set its sights on larger prey: the toy companies Kromer GmbH and Toysino GmbH, both owned by the Kromer brothers and based in Schrobenhausen, Bavaria. The deal is expected to be finalized by October 2025, pending antitrust approval.
Mukk wasn't the onlyization surge for Thalia. Kromer boasts 18 branches in Bavaria, while Toysino, previously known as myToys, acquired from the Otto Group by the Kromer brothers in 2023 and renamed, boasts 21 branches nationwide. Thalia's ambitions don't end with acquisition—they plan to keep all 39 stores operational and maintain the existing workforce, albeit the price tag of the deal remains confidential. The Kromer brothers, the current owners and managing directors, will pass their shares to Thalia and assume new positions within the company.
Thalia's entry into the toy market begs the question: Is this the dawn of a new era in toy retail? Once upon a time, Thalia was just a bookseller, but as time progressed, they expanded their offerings to stationery, calendars, and gift items like mugs. Today, toys are joining the ranks, and with the Kromer/Toysino acquisition, Thalia aims to bolster this new product area. If you're wondering whether Thalia plans to stock adult books in their toy stores, think again—children's books will be the exclusive focus.
The toy retail sector is miles from static—it's in turmoil. Parents have moved away from buying soft toys, sandpit diggers, and plastic figurines in city center stores, instead turning to online shopping. This shift has hit brick-and-mortar retailers hard, resulting in closures. The gap created by the faltering brick-and-mortar stores is ripe for the filling, and companies like Thalia are poised to benefit.
"Kromer and Toysino are influential players in Germany's toy retail scene," Thalia CEO Ingo Kretzschmarcomments. "We aim to buck the trend of traditional toy retailers abandoning city centers and instead remain a strong presence in urban areas, anchoring our stores as attractive destinations." Christian Kromer echoes this sentiment, expressing confidence in the symbiotic benefits that will arise from the merger of their toy expertise and Thalia's infrastructure, ensuring a secure future for their teams.
- Toy retail
- Germany
- Schrobenhausen
- Market fluctuation
- Internet shopping
- Brick-and-mortar retailers
- Thalia expansion
- Children's books
Insights:
The German toy market has shown a volatile trend in recent years. In 2023, the market witnessed an overall contraction of around 5%, while certain segments such as video games hardware displayed slower growth compared to the previous year[4]. The action figures segment is driven by a strong collector culture, fueled by popular franchises like Marvel, DC Comics, Star Wars, and anime series[5]. As consumption patterns shift, sustainability, eco-friendliness, and digital integration are emerging as prominent factors in consumer preferences[3]. Detailed insights into the impact of Thalia's acquisition on the market require access to post-October 2025 reports or updates, which are not currently available. Generally, such acquisitions can affect market dynamics by expanding distribution channels, enhancing product offerings, or reshaping competitive landscapes.
- The latest move by Thalia, the bookstore chain, is their expansion into the toy market with the planned acquisition of Kromer GmbH and Toysino GmbH, both based in Schrobenhausen, Bavaria.
- The volatile German toy market has seen challenges in recent years, with the market contracting by around 5% in 2023.
- The toy retail sector is undergoing significant change, as parents shift towards online shopping, which has contributed to the decline of brick-and-mortar retailers.
- Thalia aims to buck this trend by maintaining a strong presence in urban areas and anchoring their stores as attractive destinations.
- The acquisitions of Kromer and Toysino, both significant players in Germany's toy retail scene, are part of Thalia's expansion plans.
- Children's books will be the exclusive focus in Thalia's toy stores, rather than adult books.
- Post-October 2025 reports or updates will provide insights into the impact of Thalia's acquisition on the toy market, including potential changes in market dynamics, distribution channels, and competitive landscapes.
