Intertoys
Dutch toy retailer with company-operated and franchised stores offering toys, multimedia products, and electronics.
Last updated August 22, 2026
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Overview
Intertoys is a Dutch specialty retailer focused on toys, children's entertainment, multimedia products, and selected consumer electronics. The chain was established on 25 June 1976 by Hobo Faam, a purchasing cooperative made up of independent toy dealers. Its original model allowed participating dealers to join a common retail chain, use Intertoys co-branding, and offer a broadly standardized assortment while continuing to operate as independent businesses. The brand moved toward a more unified identity as it expanded. In 1979, after the chain reached 50 members, Intertoys decided to retire the various local store brands used by participating dealers and place greater emphasis on a single Intertoys logo. This created a more recognizable national retail proposition and reduced the visual fragmentation associated with its cooperative origins. In September 1984, the company opened its first directly operated store, complementing the franchise and independent-dealer network with locations managed by Intertoys itself. Intertoys became part of Blokker Holding in 1993. Under Blokker ownership, the chain expanded its store network and developed a substantial presence in the Netherlands, while also operating stores in Belgium and Germany. By 2017, Intertoys had approximately 500 stores, including around 450 in the Netherlands. More than 100 locations were franchise stores, and 15 were described as XL megastores. The network also included 11 stores in Belgium and 29 in Germany. The business had approximately 1,100 employees in 2016, reflecting its scale as one of the Netherlands' prominent toy retail chains. In October 2017, Intertoys was acquired from Blokker Holding by Alteri Investors, an investment business associated with Apollo Global Management. The change of ownership was followed by a period of financial difficulty. In February 2019, Intertoys requested an automatic stay, and on 21 February 2019 the company declared bankruptcy. During the bankruptcy process, the online store and franchise stores remained open while discussions took place regarding a buyer and the future of the chain. On 8 March 2019, Portuguese toy-retailing specialist Green Swan was announced as the purchaser of Intertoys. Green Swan stated its intention to keep all stores open. The ownership period was short, however. In September 2019, the former parent company, then known as Mirage Retail Group and formerly Blokker Holding, announced its intention to acquire Intertoys from Green Swan. The Dutch Authority for Consumers and Markets cleared the transaction on 20 September 2019. Intertoys continued operating through a combination of company-owned and franchised locations. In March 2020, the chain had 123 company-operated stores and 80 franchise stores. By April 2023, it operated 219 stores. Its retail proposition remains centered on accessible, family-oriented shopping for toys and children's products, supported by physical stores and an online channel. The brand's history combines cooperative retailing, national chain consolidation, private-equity ownership, bankruptcy restructuring, and a return to ownership by the wider retail group from which it had previously been separated.
History
Intertoys was founded on 25 June 1976 by Hobo Faam, a purchasing cooperative of independent toy dealers. The cooperative created a mechanism through which interested members could join a common retail chain, offer a shared assortment, and use Intertoys branding while retaining their independent business status. This structure gave local dealers access to collective purchasing and a recognizable chain identity. The company began consolidating its identity as its membership grew. In 1979, after reaching 50 members, Intertoys chose to phase out the different local brands used by participating dealers and emphasize the unified Intertoys logo. The move helped transform the organization from a loose collection of independent retailers into a more coherent national consumer brand. In September 1984, Intertoys opened its first non-franchised store. This directly operated location marked the beginning of a dual structure combining company-owned stores with franchise and independent-dealer outlets. Blokker Holding acquired Intertoys in 1993. Under Blokker ownership, the retailer expanded substantially and operated across multiple European markets. By 2017, the network included approximately 500 stores, of which roughly 450 were in the Netherlands. More than 100 Dutch locations were franchise stores, while 15 were XL megastores. Intertoys also had 11 stores in Belgium and 29 in Germany. The company reported approximately 1,100 employees in 2016. In October 2017, Alteri Investors, described as a branch of Apollo Global Management, purchased Intertoys from Blokker Holding. The retailer later entered a period of severe financial stress. In February 2019, it applied for an automatic stay, followed by a bankruptcy declaration on 21 February. During the bankruptcy period, the web store and franchise outlets remained open, and negotiations focused on finding a new owner and preserving the retail network. Green Swan, a Portuguese specialist in toy retail, was announced as Intertoys's purchaser on 8 March 2019. Green Swan expressed an intention to keep all stores open. The company was subsequently sold again within the same year. In early September 2019, Mirage Retail Group, the former Blokker Holding under a new name, announced its intention to acquire Intertoys from Green Swan. The Dutch Authority for Consumers and Markets approved the transaction on 20 September 2019. After the ownership changes and bankruptcy restructuring, Intertoys continued to operate through company-owned and franchise locations. In March 2020, the retailer had 123 company-operated stores and 80 franchise stores. By April 2023, it operated 219 stores. The brand's development illustrates the evolution of Dutch specialty retail from an independent-dealer purchasing cooperative into a nationally recognized chain, followed by expansion into neighboring markets, ownership changes, financial restructuring, and a renewed connection with its former retail group.
- 2023
Store network reaches 219 locations
[1]By April, Intertoys operates 219 stores.
- 2020
Post-restructuring store network reported
[1]Intertoys operates 123 company-owned stores and 80 franchise stores in March.
- 2019
Bankruptcy and change of ownership
[1]Intertoys declares bankruptcy in February, is acquired by Green Swan in March, and is subsequently acquired by Mirage Retail Group after regulatory clearance in September.
- 2017
Alteri Investors acquires Intertoys
[1]Alteri Investors, associated with Apollo Global Management, purchases Intertoys from Blokker Holding.
- 1993
Acquired by Blokker Holding
[1]Blokker Holding acquires Intertoys and owns the retailer until 2017.
- 1984
First directly operated store opens
[1]Intertoys opens its first non-franchised store in September, adding company-operated retailing to its cooperative and franchise model.
- 1979
Unified Intertoys branding adopted
[1]After reaching 50 members, the chain retires participating dealers' local brands in favor of the common Intertoys identity.
- 1976
Intertoys is founded
[1]Hobo Faam establishes Intertoys on 25 June as a purchasing cooperative for independent toy dealers.
Products and positioning
A broad, family-oriented toy retail chain serving the Dutch market through company-operated stores, franchise locations, XL-format stores, and an online shop.
Children's toys · 1976
Toys
Intertoys's core retail category comprises toys for children across age groups and play interests. The chain's shared-assortment origins were built around toy dealers cooperating on purchasing and merchandising, and toys remain the central basis of its store and online retail proposition.
Games and play products
Games
Games form part of the retailer's broader children's entertainment offer. They complement conventional toys and extend the assortment toward products intended for shared, family, and indoor play.
Multimedia products
Multimedia
Intertoys has historically specialized not only in physical toys but also in multimedia products. This category broadens the chain's proposition into children's entertainment and related media sold through its retail network.
Consumer electronics
Electronics
Selected electronics are included in Intertoys's retail scope alongside toys and multimedia. The category supports the chain's role as a broader children's entertainment retailer rather than a toy-only specialist.
Brand decisions
2019
Return to Mirage Retail Group ownershipM&ABackground
After Intertoys entered bankruptcy and was sold to Green Swan in March 2019, its former parent announced a new acquisition proposal.
Action taken
Mirage Retail Group announced its intention to acquire Intertoys from Green Swan, and the Dutch Authority for Consumers and Markets cleared the transaction on 20 September.
Aftermath
Intertoys returned to the wider retail group formerly known as Blokker Holding and continued operating through company-owned and franchise stores.
1984
Expansion into directly operated retailStrategyBackground
Intertoys had originally been established as a cooperative and chain for independent toy dealers.
Action taken
The company opened its first non-franchised, directly operated store in September.
Aftermath
Intertoys developed a mixed operating model combining company-owned locations with franchise stores.
1979
Consolidation under the Intertoys brandStrategyBackground
The chain had reached 50 participating members, but stores still operated under several local dealer brands.
Action taken
Intertoys decided to retire the local brands and place greater emphasis on a shared Intertoys logo.
Aftermath
The decision strengthened the chain's unified identity and supported the development of a recognizable national retail brand.
Recent events
- 2019
Intertoys seeks automatic stay amid financial difficulties[1]
Bankruptcy
Intertoys applied for an automatic stay in February 2019 as it faced financial problems. The company subsequently declared bankruptcy on 21 February, while its web shop and franchise stores continued operating during the process.
- 2019
Green Swan acquires Intertoys[1]
M&A
On 8 March 2019, Portuguese toy-retailing specialist Green Swan was announced as the buyer of Intertoys following the retailer's bankruptcy. The buyer stated that it intended to keep all stores open.
- 2019
Mirage Retail Group announces return acquisition of Intertoys[1]
M&A
In early September 2019, Mirage Retail Group, formerly Blokker Holding and Intertoys's previous parent, announced plans to acquire the retailer from Green Swan.
- 2019
Dutch competition authority clears Intertoys acquisition[1]
M&A · Regulation
The Dutch Authority for Consumers and Markets cleared Mirage Retail Group's acquisition of Intertoys on 20 September 2019.
Sources1 sources
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