First XS Toys store opened its doors in Tallinn in 2004. Nowadays the company is operating 50 premium toys stores located across Finland, Estonia, Latvia, Lithuania, Sweden, Georgia and Uzbekistan. As of 2011 XS Toys is also available for its customers online.

XS Toys offers top quality products presenting them in a friendly and modern environment designed and developed in-house. Particular attention is given to the hot licences, TV and online content based characters and exclusive XS Toys product lines.