About us

Magni Danish Toys is one of Scandinavia's oldest players in the toy industry. For decades, Magni has stood for seriousness, loyalty and flexibility, which are core values that continue to form the basis of our entire business.
Magni is part of the EMCERA FINANCE ApS group, together with the company Rabo Tricycles A/S, which is also based in the toy industry. Across all the group's subsidiaries, Scandinavian identity and pedagogical understanding are key elements in the concept development. Furthermore, both businesses are built on a balance principle between price and quality.
At Magni, we believe that everyone should have the opportunity to enjoy good and safe quality toys, which is why the price level at Magni is approximately 8-16% below competing toy companies in Northern Europe. 
Magni operates primarily in Northern Europe, including Denmark, Norway, Sweden and Germany. The company's head office is located in Aalborg, Denmark, but Magni has sales representatives throughout Denmark, Norway, Sweden and Germany. Translated with DeepL.com (free version)

A wide assortment

We have an in-depth knowledge of the market and its development is necessary when putting together a broad but competitive assortment. Along with our proprietary products from Magni, we also represent a number of international brands, including Goki, APLI, Navir and others.



At Magni Danish Toys, development is always in focus. With our own design and product development department, we continuously strengthen our range and create the foundation for a great customer experience.  

We believe that a good customer experience starts with the production of our products, which is why we at Magni carefully select our suppliers. Among other things, we require all our suppliers to have at least one of the following certifications; BSCI, Sedex, ISO9001 or similar.

These certifications focus on different aspects of a company's operations, particularly social and ethical aspects. In this way, the certification requirement helps to maintain sustainability throughout the supply chain.

All our products meet the following requirements:

  • CE labeling
  • SGS certification
  • EN 71, EN 71-2 and EN 71-3 standards (with danish exceptions)

At Magni's product development department, sustainable material selection plays a key role, which is why Magni is also a registered partner in the FSC cooperation, which among other initiatives reflects our commitment to ensuring responsible production and utilization of resources. Furthermore, we are continuously replacing our conventional plastic materials with biodegradable materials such as wheat straw.

As part of our overall focus on sustainability, we actively work to integrate the principles of the UN Global Compact into our business and strive to continuously improve our compliance with these principles. In doing so, we carry out a number of activities related to our CSR strategy, which you can read more about here.