Time to play

So Martin, why is there a Swede on this playground?

First and foremost, I am very happy to have this opportunity. For us, the next stop is in the Nordics so naturally bringing in an international view is useful.

From my previous background in the sporting goods industry, it has been interesting to learn about the toy, game, party, and decoration industry here in Finland. I see a lot of similarities with increased focus on specific value creation for all parties, customer engagement and an enlarged ambition regarding sustainability from all stakeholders. And of course, I really enjoy getting to know all the devoted people behind these two companies that have joined forces.

What I hopefully bring to the table is competitiveness and a culture where everybody feels they are an important part of something amazing. My trade is bringing out the best in our people, and to get us all aligned towards our larger goals and tasks while building a playful, performance oriented and teamworking culture. We're like a football team; we all have various positions and function and are all important members of our team. And we are united by one common vision and goals.

We believe in constant improvement, innovation, and brave thinking. For us, the world is a playground.

What do you want to build?

I'm feeling very optimistic because within our great people, we have unlimited possibilities and potential. We want to build together a company that uses the power of a playful mindset, while being seen as a positive challenger to a lot of industry traditions.

In the newly built Toyrock Group we have – and hope to continue to attract – very skilful and determined people.

Our goal is quite simple, we want to provide the best product and experience for every playful moment. And we want to be a little bit kinder to the planet too. We have a Nordic initial view, and then, we'll see.

When trying to achieve this, we love to try new things, take calculated risks, and learn from the results.

We'd like to think that we do things a bit differently by pushing boundaries and challenging the industry with the aim of delivering something valuable.

Why does the merge between Ilmapallokeskus and Toyrock make sense?

It sits in our purpose: To make the planet a bit more fun. Fun is to play, learn, party, and celebrate. The brands and products we represent all point towards that purpose. By uniting our forces, we are creating something unique.

Both teams [Toyrock and Ilmapallokeskus] have done an impressive job claiming market shares and growing their impact on their respective fields here in Finland. Combined we have expertise with no real comparison.

Together we constitute a sizeable, strong, and more relevant player for vendors, suppliers, and key talent. We create even more value for the retailers and ultimately also for the consumers.

As a new company, where do you see the potential?

There's a lot! We have a great team of people with competence, motivation, and skills. Our assets sit in our team.

There are very few companies in the Nordics and in our industry, who are as good as we are when it comes to creating desire for the products and value for the brands we represent. Period.

We are a company with a lot of different angles and touchpoints to the consumer. We find consumers through events, our walk-in and online stores, our marketing, and our partnerships together with the greatest retailers. And we do that within toys, games, party products, balloons, and outdoor leisure products. Simply, we are your one-stop-destination for any playful moment.

What are the steps in your way of making the planet a bit more fun?

This answer I can divide in four key points: playfulness, performance, teamwork, and courage.

We are in an industry where joy, playfulness, development, and positiveness are cornerstones. By our way of working and values, products and categories, services and channels, we are committed to support a positive development of the society.

We keep a playful mind by embracing the innovativeness, creativity, and curiosity of our people, and of course fostering an environment where fun and imagination thrive.

Having high standards and goals that we constantly try to exceed is the key to performance. I hope to see our teams demonstrate courage and maintain focus, without fear of failure.

True innovation comes from trying and sometimes failing. It's perfectly ok to stumble every now and then because we have each other's backs and share wins and tackle challenges together.

It's all about the people, so Martin – what do you do for fun?

Different kind of games, physical activities and exploring new adventures with friends and family. And of course - always with a playful mind 😉