About us

COMPANY HISTORY

The whole story began in 2018 when we negotiated with Mideer to purchase and subsequently sell their brand of toys in the Czech Republic and Slovakia.

YEAR 2019

As soon as everything was agreed with Mideer, we started to figure out how much stuff to buy and what kind. We also had to sort out logistics, like where to store the goods, how to sell them, how to ship them, and which carriers to use.

Last but not least, we had to figure out where to get the money, how to set up the company, deal with VAT accounting, etc.

While dealing with all these issues, two people connected, and on 1 April 2019, toySimply was founded. The company was registered at the Municipal Court in Prague under file number C312206.

The aim was to have a toy in the name, because that is what matters most to us. Our motto and slogan is: ‘Children are our joy, and their toys are their joy.’

It is important for the company to have two people from different fields, one is an expert in the toy market, has an overview of new products, knows people in the industry, and the other is an expert in logistics, e-shops, and technical matters.

We realise that it is essential to have an excellent, beautifully designed product in the form of toys, but also to provide good services.

This ensures that our customers are satisfied and come back to us.

Since the company was founded, we have been working on all areas necessary to launch the MiDeer brand. After much consideration, we finally decided to go down the route of our own logistics. After an extensive search, we rented a warehouse in April 2019, which we began to prepare for our needs. We also continuously negotiated price offers for parcel deliveries to customers, eventually signing a contract with the carrier Geis.

In August 2019, we received our first 40' HC container, which we stocked, checked and were ready to start selling.

To start selling, we needed an e-shop solution. We decided to go with a rented web solution from Shoptet, which offered a solution that suited our needs. The first step was to register domains for our sales. We registered several domains for possible future needs. Then, in August 2019, we launched our e-shop for sales to our partners in the B2B segment, i.e. mainly toy retailers with their own e-shops. We shipped the first packages in the same month. By the end of the year, we had shipped more than 300 packages.

We ended 2019 with a total of 95 orders and a total turnover of CZK 560,000. We had a total of 20 active wholesale customers from both the Czech Republic and Slovakia.

YEAR 2020

At the beginning of 2020, taking into account the COVID-19 pandemic, we started to look at how to further boost sales. One of the options was to improve our services to our B2B customers by offering a dropshipping service.

However, because we believe in our brand and Mideer products, we decided that we would not rely solely on our B2B customers for further growth, but would also pursue our own sales in the B2C segment. To do this, it is ideal to have our own distribution facilities.

In May 2020, we purchased a warehouse in Sulkovec, which we had previously been renting. We had already purchased a larger vehicle for the necessary transport of packages to the carriers' depots. And because processing B2C orders has its own specifics, in May we rented premises in Polička, which we adapted to the logistical needs of dispatching B2C orders.

At the same time, we launched a brand new e-shop focused on sales to end users in the Czech Republic. This was the first time we had to decide which direction to take with our e-shop solution. Shoptet offered a single web solution for both B2B and B2C needs. However, this solution was quite complicated, and we wanted to have a separate domain for our end customers, so we decided to lease additional licences from Shoptet for sales in the Czech Republic.

In autumn 2020, we went through a challenging period with a significant increase in orders. This period was very demanding for everyone, but at the same time it motivated us for the future. This was one of the reasons for preparing and securing a new branch in Polička. We want to be closer to our customers and continue to improve the level of services we offer. That is why we have also started working with DPD and Packeta, which offer deliveries to pick-up points, a service that is becoming increasingly popular with customers.

We ended 2020 with 260 orders in the B2B segment with a total turnover of CZK 2,067,000 and 770 orders in the B2C segment with a total turnover of CZK 547,000.

YEAR 2021

At the beginning of the year, we evaluated the benefits of our own e-shop for end customers and concluded that this is the right direction to take, which we will continue to expand and support.

That is why we have also started to actively work on improved marketing campaigns on social networks. We focused mainly on defining our company's keywords. The aim was to improve the CEO e-shop, including descriptions and images on the e-shop. We also managed to start a long-term collaboration with Mr Zdeněk Polach, the only successful Czech ventriloquist. Thanks to this collaboration, the first videos of Matýsek (one of Mr Polach's characters) featuring our products began to appear.

In April of that year, we made another strategic decision and purchased the Mráček z hraček e-shop, including its inventory. This e-shop has a long history and focuses on selling Mideer toys as well as other toy brands.

In the summer, we also began preparing a Slovak version of the e-shop for end customers. Here, too, we discussed which technical path we wanted to take, and in the end, we leased another licence from Shoptet, as we did for the Czech version. So, in October 2021, we launched an e-shop website in Slovak for our Slovak customers.

The end of 2021 was again marked by an increased number of orders. Our effort and goal was to maintain the quality of our service, which we succeeded in doing thanks to many positive reviews.

We ended 2021 with 417 orders in the B2B segment with a total turnover of CZK 2,890,000 and 3,123 orders in the B2C segment with a total turnover of CZK 2,478,000.

YEAR 2022

The year 2022 began with an evaluation of the first three years of business and the setting of a strategy for 2022. The figures clearly showed us that it makes sense to focus on the B2C segment.

And because we want to be different from our competitors, we started to improve the Mideer brand products. We expanded our product range with products from the categories of scientific experiments, construction kits, etc. We also began working intensively on creating our own Czech/Slovak instructions for products where instructions were appropriate/necessary. I have these instructions printed in colour and then we repackage the products, inserting the instructions into the packaging, marking the box with our own seal and then repackaging the product. This solution sets us apart from other brands in the toy segment.

Our efforts subsequently helped us in negotiations with Mideer, as we managed to secure exclusive rights to sell Mideer toys in the Czech Republic and Slovakia. Not only that, but we also obtained exclusive rights to sell selected products in Poland.

This meant starting to prepare another e-shop for the Polish market. We found a native speaker in Poland who began translating all the products. In this case, we also decided to obtain our own licence for Shoptet. The e-shop was ready and launched in September 2022.

Thanks to our good relationships with people in China, we decided to have the first Toysimply products manufactured there. In cooperation with a Czech illustrator, we commissioned the production of Toysimply projector torches with purely Czech and Slovak fairy tales, including replacement discs for the torches. These products were manufactured during the summer and we launched them for sale at the beginning of October.

This year's season began in early September and lasted until the end of the year.

We ended 2022 with 302 orders in the B2B segment with a total turnover of CZK 3,085,000 and 4,183 orders in the B2C segment with a total turnover of CZK 3,335,000.

YEAR 2023

The year 2023 is very important for our company. We are constantly working on the growth of our company and plan to take further steps to help us achieve this growth. The goal for this year is to exceed CZK 10 million in total turnover.

History has shown us that our long-term goal is to be a quality distributor of Mideer toys, which are gradually gaining their place among other global toy brands. We focus primarily on puzzles, magnetic construction sets, educational toys, children's science experiments, children's fairy tale projectors, and more. We are primarily interested in toys that help children develop their skills and grow.

This is also related to our focus on creating our own language translations, which help children and parents better understand the product. Through various promotional activities, we strive to create stories for the toys themselves.

And because history has shown us that Mideer products are high quality and affordable compared to the competition, we focus more on sales to end customers than on sales volumes to wholesale distributors. Our goal is not for our products to be ‘everywhere’, but for customers to find us themselves through reviews, positive recommendations, etc.

As the company is growing, our goal is to find more suitable premises for the administration and dispatch of B2C orders. We succeeded in this step at the beginning of 2023, when we signed a long-term lease for premises three times larger than we had previously occupied.

The next step was for our company to start actively selling to end customers through Marketplace. This is an area that is gradually gaining ground in the Czech Republic, and more and more customers will be buying products from our industry here. In Poland, this method of sale is dominant, with Allegro significantly leading the way. In the spring of 2023, this company began integrating into the Czech Republic, so we decided to gradually start cooperating with this Marketplace, not only for the Czech Republic but also for the Polish market. The second strategic marketplace for us is Heureka, where our goal is to start actively selling on the Czech and Slovak markets.

In addition, in order to reduce the administrative burden associated with order management, we have decided to change our e-shop solution provider in 2023. Our company's process requirements are increasing, and the process of managing individual e-shops from f.Shoptet is laborious and financially demanding in the long run. Therefore, after several negotiations, we decided to change suppliers and switch to a new system that will meet our needs.

YEAR 2024

In 2024, we gradually migrated all our e-shops to a new web platform. This change will help us to further grow the company and streamline all internal processes. The new web solution has opened up further opportunities for us to expand our sales across Europe.

This year was marked by further increases in awareness of the Mideer and Toysimply brands. Several campaigns were conducted to test products by independent testers not only in the Czech Republic and Slovakia, but also in Poland and Germany. We also linked our name to Mr Polach's tour and his performances with Matýsek, which took place in various cities throughout the Czech Republic in the spring and autumn of this year.

We are continuing to expand our catalogue on Allegro Marketplace. In addition, we have also launched sales on Kaufland Marketplace, which has opened the door to the German market for us.