ELSA and SAM

We now offer games and puzzles from ELSA and SAM in the store! Johanna Abdo started ELSA and SAM as a response to not finding children's products where her children were represented.

" After growing up on Södermalm in Stockholm as the only black person in basically every room, I know how important representation is and what traces a lack of inclusion leaves. That's why I develop products that give today's children what I missed."