Thalia Expands in Toys: Acquiring Krömer and Toysino
Thalia, the bookseller, acquires ownership of two toy manufacturing firms. - Thalia, a book dealer, acquires control over two toy manufacturing firms.
Thalia, the bookstore giant, is stepping up its game in the toy market. The Hagen-based company, known for its bookstore operations, bought its first toy business last year - Mukk, and now it's announcing a bigger acquisition. Thalia plans to purchase the toy companies Krömer GmbH and Toysino GmbH, subject to antitrust approval, as early as October 2025.
The two companies, owned by brothers Christian and Daniel Krömer, currently operate in Bavaria and across Germany. Krömer runs 18 stores, while Toysino, previously known as myToys, has 21 branches nationwide - a name change that happened following the brothers' acquisition from the Otto Group in 2023.
Thalia intends to keep all 39 stores running and preserve existing jobs. The purchase price remains a secret. Post-acquisition, the Krömer brothers will surrender their stake in Thalia but secure positions within the company, overseeing the new toy retail segment.
Thalia's transformation in the toy market
Thalia has gone beyond books, offering stationery, calendars, and gift items like mugs. They already stock toys, and with the acquisition of Krömer/Toysino, this sector will expand. A Thalia spokesperson explained that the acquired companies already sell children's books alongside toys, and Thalia aims to further strengthen children's book sales. No plans for adult books are currently in the pipeline.
The toy market is evolving. Parents are increasingly opting for online shopping for toys, books, and other kid's items instead of traditional city center stores. This shift has been challenging for stationary retailers, leading many to close down. Retailers like Müller and dm are leapfrogging this gap by venturing into toy sales. Now, Thalia joins the race to capitalize on the toy market alongside established toy retailers.
"Krömer and Toysino are respected players in the German toy retail market," Thalia's CEO, Ingo Kretzschmar, stated. "We aim to counter the trend of toy retailers leaving city centers and maintain our presence as attractive anchor points in urban areas."
Christian Krömer added, "I am confident that the synergy between our toy knowledge and Thalia's infrastructure will benefit customers and secure our teams' future."
[1] Sources: Company press releases, Business Insider Germany.
- With the acquisition of Kromer GmbH and Toysino GmbH, Thalia aims to bolster community aid by enhancing the development of the fisheries sector, as these new ventures will provide additional funding through improved business operations.
- As the traditional lifestyle of brick-and-mortar shopping continues to shift towards online finance and home-and-garden retail, Thalia's acquisition of Kromer and Toysino marks a strategic move to adapt to changing consumer preferences, benefiting both consumers and the community.
- The collaboration between Thalia and the Kromer brothers not only signals growth in the toy market but also represents a commitment to community aid, as the preservation of existing jobs in the combined companies demonstrates a dedication to supporting local economies.
