Molly & Lolly dolls can leave the toy market

The manufacturer of children’s toys associated with the structures of Alexander Mamut LLC Oltraid (brands Animini, Magikids, Maminn, Molly & Lolly) may begin the process of bankruptcy. One of its counterparties applied with the relevant statement. Manufacturers of children’s goods and toys are faced with difficulties due to a drop in the birth rate.

Konik LLC, which produces and selling children’s toys, in March 2025 applied to the Moscow Arbitration Court with a bankruptcy statement of Oltraid LLC, follows from the file cabinet. Claims, according to the report on Fedresurs, arose due to repeated violations of the terms of payment of goods. In Konik and Oltrade, they did not quickly respond to Kommersant’s request.

« Oltraid » previously developed a closed chain of stores for household goods by Goood’s House, which was part of IDEAS4RETAIL Alexander Mamut. The representative of the businessman Kommersant did not answer.

« Oltraid », according to SPARK, owns 25 various trademarks of toys. Among them are Animini (soft toys), magikids (sets for creativity), Maminn (rattles), Molly & Lolly (dolls). Products are presented in the TOYS PRO distribution network, which is managed by IDEAS4RETAIL.

In September 2024, Konik collected 2 million rubles from Oltraid. But in total, the company acts as a defendant for disputes in the amount of 180 million rubles, follows from the SPARK. The largest of them is a lawsuit from LLC Fynd.pr for 133 million rubles. On March 27, the Moscow Arbitration Court satisfied these claims. In « Find.Po » they did not answer the questions of Kommersant.

Briefcase Law Office lawyer Vladislav Andreev does not exclude that the decision on Fyind.P will affect the course of the entire bankruptcy case, allowing the company to become its participant. Novator Legal Group partner Alexander Katkov explains that in the case when the amount of debt exceeds the cost of the company’s assets, the chances of saving business are close to zero. The lawyer does not exclude that Oltraid will try to conclude a settlement agreement by proposing installments or a partial debt to write off. But getting the consent of creditors may not be easy, he warns.

The arbitration manager Tatyana Pugacheva explains that in case of non -fulfillment of obligations, the observation process can be introduced in three months. According to the lawyer of Mitra, Khalimat Bostanova, with an optimistic scenario, the bankruptcy process will take 8-12 months, with a pessimistic one from three years.

« Oltraid » is not the first manufacturer of children’s goods that faced problems in business. In March 2025, it became known about the risks of bankruptcy of the orby children’s clothing manufacturer (See “Kommersant” from March 24). Prior to this, the intention to transform the business was announced by the Ship’s network (See “Kommersant” dated July 31, 2024). There are difficulties in the entire market for children’s goods due to competition with online platforms, says Antonina Tsitsulina, president of the Association of Industry of Children’s Products.

According to the “Check Index” of the Platform of the OFD, from January 1 to March 25 in offline the number of purchases of children’s goods decreased by 4% year, in online, increased by 3%. Analysts associate the drop in demand with a change in the age structure: due to the reduction in the birth rate, consumer expenses are redistributed in favor of goods for schoolchildren. According to Rosstat, in 2024 1.2 million children were born in Russia, 3.4% less than a year earlier. In absolute numbers, the indicator was smaller only in 1999. Consumer expenses are not reduced. According to the “Check Index”, in January -March 2025, the average check when buying children’s goods in offline amounted to 3.5 thousand rubles, in online – 5 thousand rubles. A year by the year, values ​​increased by 11% and 5%, respectively.

Alina Migacheva