Sweden’s Micki acquires Rubens Barn to boost educational and sustainable doll offering across Europe

The Swedish toy outfit Micki Leksaker, has acquired the organic doll brand Rubens Barn in a move to strengthen its Europe-wide offering of educational and sustainably-focused children’s products.

Micki has outlined its intentions to grow its dolls category portfolio as it prepares to complete the acquisition of the Sweden-born doll brand by April 1st this year. 

The deal will see Rubens Barn continue to operate ‘in its current form and in the same spirit’ as it has ‘successfully done so far,’ while lining both companies up for their ‘clear international growth strategies.’

Rubens Barn was founded in 1996 with the aim of developing children’s empathy through play. It is today a team of seven with a joint mission of creating sustainable dolls for both boys and girls, ‘to help them develop the tools and confidence to shape the future.’

The doll company currently has operations across 20 countries, including the UK where it sells its dolls via its online platform.

“Our ambition is to grow in the doll category and Ruben Barn’s lovely brand and values are a great match for Micki,” said Jonas Aronsson, CEO of Micki Leksaker. “The unique, handmade soft dolls of high quality feel perfect for strengthening and building on our portfolio.”

Kent Moore, CEO, Designs Rubens Sweden, added: “Rubens Barn has big ambitions within educational and sustainable toys. With our mutual values and with Micki’s rich history and wealth of knowledge, we can together realise our goals sooner.

“We look forward to this new and exciting chapter of Rubens Barn.”

Established in 1944, Micki currently sells toys across Europe and is home to some of the region’s biggest brands including Pippi, Skrallan, and Lundby.

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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