Egmont Toys
The red mushroom nightlamp and exciting new proposals
Since its inception in 1993, the Belgian brand Egmont Toys has captivated children and parents alike with its enchanting nightlamps, timeless wooden toys, and a steadfast commitment to sustainability, quality, and design. With its products available across Europe and the USA, the brand is a household name for families seeking imaginative play and enduring craftsmanship. As of January 2025, Egmont Toys is entering a new chapter under the leadership of Amaury Timmermans, a seasoned entrepreneur with a wealth of experience in retail, consumer goods, and digital marketing.
“Our designs are born in Belgium and brought to life by talented manufacturers worldwide,” shares Timmermans. Among Egmont’s beloved offerings, the iconic red mushroom nightlamp stands out as a symbol of comfort and nostalgia: “This lamp doesn’t just brighten children’s rooms; it evokes a sense of coziness while reminding parents and grandparents of simpler times,” he explains. “Our mission is to rekindle children’s imagination, encouraging them to play and explore instead of reaching for smartphones, which they often see their parents glued to. Many of our toys, puzzles, and role-playing games are thoughtfully designed to bring families together, fostering moments of shared joy.”
At Toys & Baby Milano, Egmont Toys will showcase its cherished nightlamp line, which Timmermans hopes will find a place “in every child’s room.” Moreover, a fresh wave of innovation is on the horizon: “We’re thrilled to introduce a plush collection made from organic, ultra-soft cotton—adorable, sustainable animals that complement our product range beautifully,” he reveals.
In addition, Egmont Toys will shine a spotlight on its classic wooden toys and unveil surprises in other categories. Italy, in particular, represents a growing opportunity for the brand: “Italian consumers adore our products,” notes Timmermans. “We’re eager to connect with store managers, who are our greatest allies. They understand their customers and their preferences better than anyone. Our goal is to support them in selling more and delighting their shoppers.”
