About us


Jabadabado is a Swedish design company that manufactures and sells wooden toys, baby articles, children’s furniture, and interior details. Jabadabado was founded 30 years ago in the Swedish town Landskrona. Our range is sold throughout Europe, Australia, and in the Middle East. Jabadabado is a classic Swedish brand that has become synonymous with wooden toys and children's room decor in a playful and trendy design.

Since the beginning, we have been driven by the love of giving the very best to the most precious thing we have, our children. Children's joy and playfulness is always the starting point when we design and shape our products. We constantly strive to develop fun toys and decorative interior details that are something extra and make the children's room cozy and a place where children can create their own magical world.

We work with sustainable and natural materials such as wood and cotton, with a focus on colour, design, and function. Every product is, down to the smallest detail, developed with great innovation and passion. Our design profile is simple and stylish with innovative colours and patterns. We are constantly working on product development and our designers are always developing wonderful new products and collections. Every year we launch lots of exciting new products and concepts.

Since 2021, Jabadabado is part of Bare Collective, a group of companies in children's and hygiene products with the vision of making sustainable consumption the norm.


Jabadabados was born out of unemployment. One of Jabadabados' original founders, Eva Eliasson who was a designer, had just been laid off from her job as an interior designer in 1993 as a result of the aftermath of the financial crisis.

She started to design wooden toys in her basement as a hobby. One of Eva's first creations was a rocking horse for one of her best friend’s children at a christening. That rocking horse remains with us today as a reminder of our origins and history. Eva's creations were noticed by those around her, and soon orders started coming in from friends and acquaintances who all praised her work. An idea began to take shape; maybe it would be possible to make a living from this creative hobby.

Together with her husband, this interest soon turned into a joint business. In the beginning Eva and Calle designed and built all the toys themselves, from the first sketch to the last brushstroke. Eventually, they opened their own toy shop in the Swedish coastal town of Landskrona. Over time, they moved on to distributing international toy and baby brands, but the dream of having their own well-established brand remained.

In 1999, the couple decided to invest wholeheartedly in a brand of self-designed toys. The distribution of other brands was terminated and Jabadabado, as we know it today, was founded. Since then, the range and the company has grown continuously. At the office in Landskrona, 15 employees now work with product development, design, marketing, sales, and logistics, and the welcoming family feeling that has characterized the company since the start is still the same.


Our philosophy is to create toys, baby items and interior details that promote children's creativity, imagination and learning in a playful and meaningful way. By offering high quality and well-made products, we aim to create a meaningful and rewarding experience for young children.

We believe in empowering children to explore and express their imagination through play. By offering toys that do not restrict children's thinking and play, we encourage children to create their own stories and worlds. Through play and imagination, children can develop their problem-solving skills, critical thinking, and creative expression. We believe that learning should be fun and engaging for children. By integrating educational elements into our products, children can explore and develop their knowledge while having fun. We always strive to offer toys that promote children's language development, fine motor skills, problem solving, and social interactions, while also becoming a nice decoration in the home.

We want to offer products that are made from sustainable materials and are long-lasting. By prioritizing quality and sustainability, we help to reduce environmental impact and promote more sustainable consumption. We have been working with most of our suppliers for many years. They have signed our Code of Conduct and most of them are certified according to Amfori (BSCI) or SMETA. Here you can read more about these certifications and why they are so important to us.


It is also important for us to engage in social projects. On a recurring basis, we donate products to projects that are important to us, for example, over the years we have been a recurring partner of the Swedish TV-show Sofias Änglar, where families in need get help. We have also had an active collaboration with the city of Landskrona for many years, which means that on a recurring basis we create meaningful activities within our business for people who participate in daily activities and have challenges with engaging in a full-time job. This is an enriching collaboration that has been going on for many years. We simply want to be a positive force, not only for the children who use our products, but also for the society we operate in.