Six reasons why Viking Toys are different — and why it matters
Sustainability & Play Six reasons why Viking Toys are different — and why it matters Viking Toys · April 2025 · 4 min read
In a world overflowing with plastic toys that break in a week, fade in a season, and end up in landfill by the holidays — we'd like to tell you about a different kind of toy. One built around six simple principles.
When Gösta Kjellme started Viking Toys in a small town in southern Sweden in 1974, he had one conviction: quality is everything. Fifty years later, that belief still shapes every toy we make. We call it our six S's.
S
Safe
S
Soft
S
Simple
S
Silent
S
Strong
S
Sustainable
Safe — because nothing matters more
Every Viking Toys product is made from non-toxic, BPA-free materials. No sharp edges, no small detachable parts, no harmful dyes. Parents and caregivers can hand our toys to even the youngest children with complete confidence.
Soft — gentle on little hands
Our signature flexible plastic is uniquely soft and bendable. You can squeeze it, drop it, even stomp on it — it bounces back. That softness isn't a compromise; it's what makes our toys different from everything else on the shelf.
Simple — open-ended play by design
The best toy is often the simplest one. Viking Toys are designed to spark imagination, not replace it. No batteries, no screens, no instructions needed. Just a child, a toy, and endless possibilities.
Silent — peace for the whole family
No beeping. No flashing. No noise. We believe the most important sounds during playtime are a child's laughter, their questions, and their stories. Our toys stay quiet so children's imaginations can be heard.
Strong — built to last a childhood
A toy that breaks is a disappointment and a waste. Viking Toys are engineered to survive sand pits, dishwashers, siblings, and decades of play. Many families pass them from child to child, generation to generation.
Sustainable — good for children, good for the planet
We make toys with a conscience. Our Ecoline range uses recycled materials, and all Viking Toys products are designed for longevity — because the most eco-friendly toy is one that never needs replacing.
At Viking Toys, we believe a wiser generation grows through play. Play that is safe, free, and full of wonder. That's why we've been making toys in Torsås, Sweden, for over 50 years — and why we'll keep making them for 50 more.
Explore our full range at vikingtoys.se →
