Our story – from then to now.

It all began in a basement in Landskrona, Sweden 1993, with a handmade rocking horse and a vision to make childhood more joyful. Today, Jabadabado is loved across generations – known for its timeless design, playful spirit and products that grow with the child

our journey.

1990 – When it all started

First toy designed, a wooden rocking horse.

1995 – Growing close to home

The first collections began to reach toy stores
across Sweden.

1999 – Taking the next step

Large-scale production with trusted partners
started. Every design is still designed in Sweden.

2001 – A name full of joy

Jabadabado registered as a brand, capturing the
playfulness of our story.

2009 – Beyond toys

Launch of kid’s décor and furniture.

2011 – Design at heart

We focused fully on our own designs – created in-
house from start to finish.

2012 – Out into the world

Our brand spread across Europe and into new
markets.

2019 – New markets, new friends

As our collections grew, our world of
play reached families around the globe.

2021 – A new chapter begins

Bare Collective acquired Jabadabado –
united by care, quality and sustainability.

2023 – A year to remember

A milestone year – more families than ever
discovered the joy of Jabadabado.

2025 – Looking ahead

Profura AB became the new owner –
continuing our heartfelt purpose to
celebrate childhood.

Future

Our story continues – guided by the same
dream that started it all. To design toys and
interiors that let every child explore, create
and play in their own magical way.

Timeless play, loved for generations.

From our very first handmade rocking horse to today's playful collections, we've stayed
true to our roots – creating toys built to last, and made to be loved again and again.
Design evolves, colours shift and materials improve – but the feeling remains the same:
a sense of wonder, care and craftsmanship in every detail.

More about us to explore.

Who we are
Our sustainability work
Product safety