The success of the craft took Egmont by storm - now they will get closer to their fans

Från vänster: Marcus Söderberg, Cornelis Olsen, Mikael Gauffin, Alexander Hermansson och Otis Ingelstam – teamet bakom Flippys pysselsuccé i samarbete med Egmont.

"It almost feels unreal."

After selling out 1.5 tons of crayons and raising nearly a million kronor in three weeks, it was only a matter of time before Flippy would take the next step. Now it's clear: the creative startup phenomenon is taking the step out of the digital bubble and taking on store shelves – via a nationwide agreement with the giant Egmont, which is behind brands such as Fjellsport, Outnorth, Bagaren och Kocken, Jollyroom and Royal Design.

Behind Flippy is an experienced team of four with a wide reach and a clear purpose. Serial entrepreneur Marcus Söderberg, children's program host and Rackartygaren Alexander Hermansson, designer and e-commerce entrepreneur Otis Ingelstam, and Cornelis Olsen, entrepreneur and specialist in e-commerce platforms, have together built the hyped brand Flippy.

READ ALSO: From sock salesman to e-commerce tycoon: "I'm just getting started"

We've had an amazing journey online so far – but this takes it to a whole new level. Having our products available in physical stores feels almost surreal, says the team behind Flippy.

The agreement with Egmont means that Flippy's products will now have a national reach in physical retail. This includes the colorful pencils, coloring books and drawing pads - products that have repeatedly sold out online and have already built a strong community on social media.

We are very excited about the collaboration. Flippy stands for what we are also passionate about – making creativity fun, accessible and inspiring for children and young people, says Mikael Gauffin, Head of Sales Books, Games & Activities at Story House Egmont.

The idea for Flippy wasn't born in a conference room – but in a discussion about children's increasing screen time.

We see how screen addiction is really eating away at children today. They become uncontactable, fed with advertising and lose focus. We wanted to create an alternative that really engages, Cornelis Olsen told Ehandel.se in a previous interview .

Banning was never the solution, but a drawing program on YouTube – Draw with Alex – was the start of something bigger. This was followed by the launch of Flippy's first product, colored pencils, which became an immediate success.

The site was launched on November 16, 2024, and by December 10, most of the stock was sold out. 1.5 tons of pens were sold for a value of almost one million kronor.

READ ALSO: Sold 1.5 tons of pens - nearly 1 million in three weeks

The success was a strategic combination of content, timing, and community building. The YouTube series had already captured attention and Alex contributed his strong personal brand. In addition, the team invested in thoughtful social content and advertising targeted at Christmas-hunting parents.

We noticed that parents, teachers and children really loved our products. It became clear that there was a need for both quality and playfulness. Now, with the help of Egmont, we can meet that demand throughout the country, says co-founder Marcus Söderberg.

Since its launch, Flippy has continued to expand its range – most recently with coloring books and drawing pads that have sold "crazy," according to Cornelis Olsen.

But the journey has only just begun. In 2025, Flippy plans to launch more products and further develop its digital drawing club – a membership platform with inspiration, tips and access to exclusive events with role models in creativity.

"We are so grateful to everyone who has been there from the beginning and has supported us and helped us develop products and a context that truly engages. Now we look forward to more people being able to discover Flippy, even in their local store," concludes the quartet.

Written by

Izabella Borowska
izabella@ehandel.se
Link to article on e-handel.se
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