About us

4 values that define Nature Planet
Firmly rooted in our heritage, we strive to live by our core values every day:

  • To be fast and ready to execute
  • To be honest and always tell it like it is
  • To be innovative and think outside the box
  • To let a good sense of humor infuse everything we do


Our story

Nature Planet was founded in Denmark in 2005 by Anne Dorthe Hjort and Michael Severin and our goal at the time was simple: We wanted to create a thriving company with products, we were proud of, while making a difference and having a positive impact on the world.

Since the beginning, we have implemented Fair Trade products in our line-up and have been supporting PLAN International and their work for children’s rights and equality for girls in Third World countries. Later, we also began supporting Save the Orangutang – a truly awe-inspiring organization who fight for the survival of the mighty, yet critically endangered apes while replanting trees in rainforests. The newest addition in our efforts to support is Red Panda Network. They work relentless to save the red panda by conserving and replanting the natural habitat areas in Nepal and through education of the local communities. There is a large network of zoo’s who support the Red Panda Network.

We pride ourselves on our work ethic and high level of innovation and our tell-it-like-it-is mentality. At Nature Planet everyone is equally important, and all opinions matter. Sharing a good laugh unites us as a team, and it simply makes the days better.

Nature Planet is part of the Procuritas family. Procuritas is a pioneer in the Nordic private equity industry with a long-term and ethical approach to investments. The original founders are still co-owners of Nature Planet.

In 2021, the Nature Planet adventure expanded into the North America when we acquired the two great companies Wishpets, based in Portland and Wildlife Artists based in Connecticut. Both companies have strong plush toy product assortments, they share our values, and they work with attractions, tourist destinations and related business segments.

Together we now have a broader product portfolio and increased purchasing power. We are boosting our innovation capabilities and we have a strong team of amazing employees - with the vision to make a difference!!

We make the adventures from your attraction last forever

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