Rebecca Crusoe appointed as new CMO at Toyrock Group

Stockholm/Vantaa | 1st of October 2024

PRESS RELEASE – [FREE TO PUBLISH]

The party and play company strengthens its leadership team ahead of further expansion in the Nordics

Finnish company Toyrock, which has been majority-owned by Evolver Fund I since 2022, has grown into a significant player in the Nordic toy and game market over the past decade. Following the acquisition of the party and event company Ilmapallokeskus Balloon Center, Toyrock is now focusing on continued Nordic growth under the name Toyrock Group. On October 1, Rebecca Crusoe will assume a newly created role as the group’s Chief Marketing Officer.

Since its founding in Turku in 2014, Toyrock has distributed toys and games from global brands. Some of the most popular products include the classic card game UNO, the iconic Barbie dolls and the beloved Bamse toys. The company has also developed its own brands and has been recognized with multiple awards, including several Toy of the Year and Game of the Year prizes. In 2022, Evolver Fund I became the new majority owner, and a new subsidiary was established in Sweden. The following year, Toyrock acquired party and event company Ilmapallokeskus Balloon Center, which has over 30 years of experience in the party industry and is a market leader in balloons in Finland. Following these acquisitions, the group took on the name Toyrock Group.

Adding experience from Toca Boca, FirstVet and Netflix

Rebecca Crusoe now joins Toyrock Group in the newly created role of Chief Marketing Officer. She most recently served as CMO at FirstVet and has held several international roles at Toca Boca, where she also led the Nordic launch of Netflix.

– It feels incredibly exciting to be working with the family audience again, and the timing couldn’t be better with Halloween just around the corner. I’m drawn to the opportunity to create magical experiences for both children and families – through playful products and various creative ways to engage retailers and consumers. Physical play and social moments are more important than ever, and there’s enormous potential in combining traditional toys, games, and party products with modern thinking. I’m looking forward to working with Toyrock Group’s talented team to fully expand across the Nordics, says Rebecca Crusoe.

Opening an office in Stockholm in 2025

Toyrock Group has been led for over a year by Swedish CEO Martin Netinder, who has extensive international experience with companies like Peak Performance, Elevenate, and Addnature, where he was responsible for business development, growth, and change management. At Toyrock Group, the focus is on Nordic growth, particularly through strategic investments in Sweden.

– With Toyrock Group, we aim to build a company that harnesses the power of playfulness while challenging industry traditions. The combined strength of Toyrock and Ilmapallokeskus allows us to approach toys and party products in a holistic way that no other player in the Nordic market can, all with a focus on sustainability. Our goal is to be the go-to destination for all playful moments, and with our Nordic range and omnichannel strategy, we are ready to shift into high gear. Next year, we will open an office in Stockholm, further strengthen the team, and continue developing our Nordic business alongside our partners, says Martin Netinder.

For more information, please contact:

Martin Netinder – CEO, Toyrock Group
martin@toyrock.se
+46 70 851 00 10

Rebecca Crusoe – CMO, Toyrock Group
rebecca@toyrock.se
+46 70 279 54 55

About Toyrock Group

The toy and party company Toyrock Group reaches consumers through a variety of distribution channels, including strong partnerships with leading retailers, its own party stores, event operations, and e-commerce. With over 70 employees, Toyrock Group is now ready to take the next step in its expansion across the Nordics, while remaining committed to both sustainability and charity. Toyrock Group had a turnover of 33 MEUR in 2023 and is majority-owned by Evolver Fund I, which is managed by the Finnish private equity firm Evolver Equity Ab, since 2022. The founders of Toyrock Oy and Ilmapallokeskus Oy remain key shareholders.