It's almost unbelievable, but we've just turned 19 years old! This year, we are celebrating 19 years of bringing toys, children's equipment, and plenty of everyday joy into the homes of families all over Denmark. Our story began with one woman, a dream, and above all, a deep passion for play, adventure, and quality products for children.
The Adventure of Lirum Larum Leg
Back in 2006, Anja founded Lirumlarumleg.dk with the goal of creating something truly unique. Not just another toy store, but an online shop with carefully selected, high-quality items, a keen eye for design, and—most importantly—a focus on children's well-being.
With 19 years of experience, we can confidently say we know what truly holds up to little hands, busy everyday lives, and those special moments. Over the years, we've expanded our range to include everything from toys, children’s furniture, and décor to baby gear, costumes, party decorations, and must-haves for moms. Our warehouse has grown, and we've welcomed fantastic new colleagues to our team—but our spirit remains as it has always been.
We cherish the personal connections, the warmth, the fun, and the joy of imaginative play. Every day, we strive for you to feel our dedication through your screen, hoping that all our customers experience our enthusiasm and joy for everything in our children's universe.
We Are Small—But We Achieve Big Things
Today, Lirum Larum Leg stands as a well-established online shop, but at our core, we are still a “small” local company based in our cozy town of Hornbæk.
Our team at Lirum Larum Leg consists of 15 dedicated professionals—and that's exactly what makes us strong.
We work closely, just like a family—everyone knows each other, helps out, and supports one another.
Because we are a small team, we have a unique team spirit and flexibility; ideas quickly become reality, and everyone naturally steps up to help wherever needed.
This also means we truly get to know our customers and their wishes—and you’ll always meet real people who are passionate about delivering personal and attentive service. We truly believe that these personal touches make a difference, and we hope you feel it when you shop with us.
Who Is Lirum Larum Leg?
Running an online shop takes a lot, with many important tasks to keep everything moving. Luckily, we have a fantastic team who make it all possible. Each day, we keep our webshop stocked with the very best products, ensure packages ship out on time, and deliver the service our customers deserve. Lirum Larum Leg simply wouldn’t be the same without the wonderful people who make it all happen. We are a small but mighty team, working together with smiles and a big sense of humor. So sit back, relax, and get to know us a little better.
Anja is the owner and founder of Lirumlarumleg.dk—the woman who started it all.
She oversees everything with a steady hand, from people management, finances, and operations, to newsletters and buying for our shop. When it comes to choosing products, Anja personally selects only the best brands and quality items. With nearly 20 years’ experience, she immediately recognizes new trends and never compromises on quality. She has an eye for great toys and knows exactly which products to pick.
Victor is our steadfast logistics coordinator. He manages the entire flow of goods and makes sure our warehouse and online shop run seamlessly. Victor tracks everything coming in and out, and ensures each item moves properly through the system. He’s also our unofficial IT Guru—whenever the computers act up (as they often do!), Victor’s the one we all call.
Stefanie is our creative powerhouse!
She handles everything from social media and advertising to curating the beautiful lifestyle images you see on our shop. Many of you probably recognize her as the lively host of our Liveshopping events, where she and Anja showcase products and share inspiring ideas for children’s daily lives—while Victor prefers to stay safely behind the camera.
Mathilde is our in-house photographer, who, in collaboration with Stefanie, arranges sweet photo sessions with local children in our beautiful surroundings. Whether it’s carnival, a day at the beach, or something else entirely, Mathilde captures those special, atmospheric images you’ll find on our website.
Louise and Emilie are our customer service heroines! From day-to-day questions, emails, and phone calls, they patiently handle everything, from safety certificates and the measurements of a rocking horse, to delivery times, warranty claims, and gift wrapping inquiries. When customer questions are resolved, Emilie also keeps our webshop stocked and is an expert at tidying where it’s needed. Louise is not just a go-to for customer support—she’s also our secret weapon when it comes to handling company Christmas gifts and helping out in the warehouse when needed.
Maria is one of the pillars of our company. Part warehouse manager, part office ninja, she keeps our stock organized, picks orders, and ensures everything runs smoothly from order to delivery. Maria is also our gift wrap expert—no one can wrap a present faster or neater! In the office, she handles returns and makes sure your furniture is delivered precisely as agreed.
Karin makes sure every new product is uploaded correctly and beautifully to the webshop.
She manages large Excel master files, sources images, writes product descriptions, and formats everything with precision. If we have product questions, Karin is our go-to—she usually knows all the details before the products even go live.
Tine keeps things running smoothly behind the scenes—she's our all-rounder.
She optimizes the webshop, pens many of our longer articles, manages the blog, and coordinates our big annual gift calendar. On busy days, you might also find her pitching in with customer service.
Silke manages everything that comes through the door—she’s in charge of goods reception. Silke receives and registers daily pallets of new items, getting them on the shelves and ready to be sent out quickly to customers. Our young warehouse assistants give her essential helping hands, but Silke is the one keeping the overview and running the show with precision.
Freja, Marie, Mads, Elias, Anton, and Mikkel—our young team of warehouse heroes—make sure your orders are picked, packed, and shipped out swiftly. They’re fast, meticulous, and ensure your order arrives in no time. This lively group is always sharing a laugh between the pallets and cardboard boxes.
As you can see, we are a small but incredibly passionate and professional team, and we're proud of the work we do. Here, everyone enjoys autonomy and takes ownership of their work with true enthusiasm and dedication. Our highest priority is always our customers—striving to interact at eye level, whether it’s over the phone or when we ship your order. We hope to continue making a difference for both existing and future customers for many years to come. That’s why we’re especially happy to celebrate our 19th anniversary and look forward to many more years of delivering joy and quality to families everywhere.
Thank you for joining us on this journey.
Warm wishes,
All of us at Team Lirum Larum Leg.
