Quality toys from Schwetzingen
Heless has been producing toys that delight children for more than 75 years now. What started initially in 1949 with dolls' dummies, milk bottles with rubber teats and dolls' rattles has grown over the decades into an extensive range of doll clothing and accessories plus a range of other toys. From the very beginning, the founder of our company, Helga Moll, then 21 years old, attached the utmost importance to the outstanding quality and durability of the products.
Our family-owned company is now run by the second and third generation. We continue today, with absolute attention to detail, to produce top-quality toys that stand out from the crowd and that encourage children to develop through play. With Heless toys, even the tiniest tots can allow their imagination and creativity to run wild and immerse themselves in role playing games. Every year we add a wealth of new products and designs to our range – but one thing always stays the same: the high quality of our toys and the passion we devote to developing every single product here at Heless.
Perfect in every detail
At Heless, we are conscious of the huge responsibility that we owe to our young customers. Every one of our products is therefore developed with meticulous attention to detail and manufactured to meet the highest quality requirements. Our toys fulfil the most important quality standards – all our products comply with European standard EN71 on safety requirements for toys and bear the CE mark. The play value of our items is also of major importance to us so that they can support children's development and effectively encourage their creativity and empathy. To make sure that this never changes and that you can continue to rely on the high quality of our products, we operate a strict quality control policy. In addition, we are also regularly tested and certified by independent test bodies. We excel here – many of our toys, for example, have now also been awarded the "spiel gut" mark of the Ulm Committee for Good Toys.
spiel gut
spiel gut e. V. is a consumer association that is independent of the toy industry and the retail trade. Toys are awarded the "spiel gut" seal if they meet the criteria of the "spiel gut" experts and pass the practical test with children.
Fair Trade
Our Fair Trade products are produced and traded according to the standards defined by Fairtrade International covering the social, ecological and economic criteria for ensuring equitable world trade.
Play value
All of our products support creative role play, stimulate the imagination through play and help children to develop empathy, social intelligence and fine motor skills.
70 years of Heless – a success story
1949
Heless is founded as a company by Helga Moll, mother and grandmother of the current managing directors Beate Becker and Susanna Becker. Following the nationalisation of her parents' company in Dresden and the family's escape to the West, Helga, then 21 years old, decides to set up an independent company with a capital of DM1,000. This starting capital comes from the sale of six pedigree puppies that Helga's boxer had produced in July 1948.
She takes the company's name from her own maiden name (Helga Hess). The first Heless collection consists of dolls' dummies, dolls' rattles and dolls' feeding bottles with rubber teats.
1950
Helga Moll's decisive breakthrough comes at the first Nuremberg Toy Fair in 1950: As the youngest exhibitor there, she presents her small collection on just a few square metres, which is very popular, and returns with a full order book.
Since then, Heless has made a name for itself in the industry and has become an integral part of the Nuremberg Toy Fair in particular.
1950ies
The customer base grows steadily and demand for Heless products rises. In addition to increasing the number of staff, this period also sees the first increase in the size of the premises and the company's move from Rot to Schwetzingen. The range of doll accessories is further expanded and successfully marketed.
1960ies
Helga Moll makes her first visit as part of a delegation to Japan, Hong Kong and Taiwan. The time spent in the Far East allows her to investigate the market and to start to do business with production and trading partners – and is a complete success. The company grows and the premises in Schwetzingen are extended for the first time in 1969.
1970ies
Heless adds role playing toys such as doctor's bags, tool kits, baking and washing sets and painting smocks to its extensive collection of doll accessories. It also offers doll care articles such as brushes, combs and curlers, which prove extremely popular.
1980ies
In 1981, Beate Becker, daughter of the company's founder Helga Moll, joins the company after completing her Business Studies degree and confidently takes it into the digital age, by integrating an ERP system for example. The range of Heless toys is expanded by a wealth of doll accessories such as bathtubs, potties, care sets, etc. The company enters the world of fabrics with its "Blumi Chic" gift range of fashionable accessories.
1990ies
In 1990, Beate Becker becomes joint managing director of Heless GmbH. Dolls "go active" and sledges, tents, doll swimming accessories, roller skates and doll pram accessories are added to the range. Heless launches the first collection of doll clothes (Basic Collection), consisting of bodysuits, rompers and underwear.
2000ies
The product focus is now increasingly on fashionable doll clothing. From bikinis through tights to formal evening wear – Heless adds new fashion highlights and accessories year after year. The "Magic Bath" bath fun items are featured increasingly on the shelves of supermarkets and drugstores, and Heless produces its first soft dolls – "Lili" and "Leo" – in 2007. Heless founder Helga Moll dies in 2006 and Beate Becker continues to run the business alone.
2010s
The range of doll fashion and accessories is continually expanded, with the latest trends being added all the time. The Heless bathing collections and enchanting dolls' dresses such as the "Dreamy Dress" or the "Ice Princess Dress" are particularly popular. The consistent focus on quality and sustainability is also reflected in the Fair Trade line, which is created in 2017 with the dolls "Maya" and "Max". Susanna Becker joins the company in 2015 and becomes joint managing director alongside her mother Beate Becker in 2018.
2019
Heless celebrates its 70th anniversary and also its 70th visit to the Nuremberg Toy Fair! Product innovations such as the "Ava" sparkling mermaid outfit and the "Foxy" boys' clothing set reflect the unique fashion sense shown by this traditional Schwetzingen company.
2020
2021
For Heless, the year 2021 is all about the Point of Sale. With the new floor and counter displays, specialist retailers can now present Heless doll clothes and doll accessories in a particularly clear and appealing way.
And not just for a short time, because the high-quality wooden displays are extremely robust and therefore designed for long-term use. They do not lose their effect and thus also convince with their sustainability.
Retailers can find more information in our blog post.
2022
Heless launches a very special novelty: The cuddly toy series around the teddies "Rainbow", "Hope" and "Dreamy". The special feature: Heless teddies fit into all the outfits in the Heless doll clothing collection.
Heless Teddies have embroidered eyes, are made of high-quality plush material and are manufactured according to strict quality specifications so that even the very youngest can play with them without hesitation.
With the new teddies, Heless is also deliberately stepping out of the so-called pink and light blue trap, which conveys a long-outdated role cliché to children from an early age. In play, children should give free rein to their imagination and creativity, develop freely without being stereotyped and influenced by external influences.
2024
Heless is celebrating its 75th anniversary with two new product highlights.
As an official licence partner of Coppenrath Verlag, Heless is launching the stunning "Princess Lillifee" doll's dress collection. Enchanting doll dresses and sparkling doll accessories turn the favourite doll into the popular flower fairy of the magical land Rosaria.
The second new product line includes a beautiful range of doll clothes made of 100% organic cotton. Gentle colours and soft, natural fabrics ensure harmony, a thoroughly good feeling and safe fun when playing with dolls.
