Start-ups, Part 7: The pulse of the future
How start-ups are driving change in the toy industry
By Sibylle Dorndorf
The toy industry has always reflected cultural, social and technological trends, bringing them into children's bedrooms. The industry develops its products in line with these parameters. Whether influenced by sociocultural factors or technological innovations, toys are subject to more change than ever before. Digital features and AI are increasingly being integrated. Conversely, there has been a noticeable return to analogue products. A renaissance of classics is underway. Retro trends are being revived. This continuous evolution of toys is a natural, systemic process, but it is also largely due to the innovative strength of start-ups. Almost half of all start-ups now have artificial intelligence at the heart of their product, and a similar proportion are founded with sustainability and upcycling in mind. Investors are showing interest in approaches that combine modern technology with environmentally conscious lifestyles and creative, inclusive content.
Connecting digital and creative worlds: The Greenscreenbox
The Greenscreenbox is a multifaceted start-up product. Meeting the diverse needs of its target group of children, it is a successful all-in-one solution for use in children’s rooms, schools, and educational institutions. Petra Mestrom, the founder, describes her product as a simple yet effective way to use green screen technology in the classroom. “The Greenscreenbox is a tabletop film studio made of wood. It comes with an accessory set and our own greenscreen software, which allows you to take photos, create stop-motion animations and record videos.” Originally used in the film industry, green screen technology is now enriching the learning process. It makes everything green disappear. Instead of the green, another image becomes visible. This means that any background imaginable can be used for recordings.
The possibilities are endless
The Greenscreenbox brings toys to life. Children can appear in their own drawings, immerse themselves in stories, and meet their heroes. Petra Mestrom’s tabletop green screen model allows children to let their imagination run wild while playfully developing their media skills. The ability to create their own green screen videos makes it the perfect learning tool. It sparks interest in using digital media. Digital skills are developed and communication and collaboration are encouraged.
The Greenscreenbox was invented by Petra Mestrom, an educator. She first encountered greenscreen technology as an i-Coach at Salto in Eindhoven. Recognising the need for a more practical solution for schools, as the available screens were very unwieldy, she set about developing the Greenscreenbox. After starting out alone, she was joined by other supporters who helped her further develop and bring the Greenscreenbox to market.
Petra Mestrom in interview
Petra Mestrom talks about how the Greenscreenbox came into creation.
Petra, when did you found your company?
Petra Mestrom: We launched the Greenscreenbox in 2020.
What prompted you to start the company?
Petra Mestrom: As a primary school teacher, I recognised the need to encourage children's creativity, language and digital skills in a playful way.
Did you receive any support or funding?
Petra Mestrom: Yes, we received grants to participate in international trade fairs and to further develop our company.
What products have you developed?
Petra Mestrom: We developed the Greenscreenbox: a creative multimedia tool that enables children to effortlessly produce their own green screen videos and stop-motion clips with our straightforward hardware and user-friendly software.
What is the USP of the Greenscreenbox?
Petra Mestrom: It uniquely combines education, creativity and technology.
Why is this product particularly close to your heart as an educator?
Petra Mestrom: Because it gives children the opportunity to express themselves creatively, acquire language skills, and develop digital competencies in a playful and intuitive way. The Greenscreenbox transforms passive media consumption into an active activity, helping children to develop self-confidence and teamwork skills through storytelling. These are important 21st-century skills.
How and where do you sell the Greenscreenbox?
Petra Mestrom: We sell through wholesalers in the education sector, international distribution partners, and our own webshop. Our products are available in several European countries.
Do you want to expand worldwide?
Petra Mestrom: We have been successfully increasing our exports within Europe, and of course we are ambitious to distribute the Greenscreenbox worldwide.
What hurdles did you have to overcome?
Petra Mestrom: Scaling up production and building an international partner network were real challenges.
Would you start a company again today?
Petra Mestrom: Yes!
What would you do differently?
Petra Mestrom: 'I would have worked with an experienced sales representative much earlier so that I could have focused more on research and development.'
What advice would you give to other founders?
Petra Mestrom: Believe in your own strengths. Stay true to your mission. Listen to your customers. Last but not least, don't wait for perfection — just get started!
The aim is to make Europe an attractive location for setting up and growing global companies. Start-ups and scale-ups are crucial for Europe's future. They drive innovation and sustainable growth, create jobs, attract investment, and reduce strategic dependencies. However, despite having solid foundations, many companies still struggle to bring their ideas to market or grow within the EU. The EU Commission’s strategy aims to address these challenges by supporting start-ups and scale-ups throughout their life cycles, from foundation and expansion to maturity and success within the EU.
To the EU news article: Choose Europe for your startup and scaleup
Start-up articles Overview
Start-ups Part 1: In the beginning was the idea
About innovation, success and the risk of failure
Start-ups Part 2: Starting a business in the toy industry
Smartek Toys – From company foundation to universal genius
Start-ups part 3: Welcome, zebras and unicorns
The creature kingdom and start-up potential at a time of omnicrisis
Start-ups part 4: The vision of a better world
Agnawool – Social responsibility over profit maximisation
Start-ups Part 5: Even global players start small
The success story of tonies and what founders can learn from it
Start-ups part 6: Are they top dogs or rebels on the shelves?
Start-ups offer retailers innovative products and fresh ideas
Young companies present present their product ideas to the toy industry in the StartupArea in hall 3A. These include participants in the Young Innovators Support Programme, which is backed by the German Ministry of Economic Affairs.
StartupArea: Meet young companies Hall 3A.
About the author
Sibylle Dorndorf has been covering the toy industry for almost 30 years. The journalist last worked as the editor-in-chief at the TOYS family of magazines of the Göller Verlag publishing house from Baden-Baden, Germany. Her passion: Companies that reinvent themselves; brands that credibly position themselves; people who have something to say; and products with a future.
