About us

Astrid Lindgren’s Vimmerby AB runs two attractions in Vimmerby for Astrid Lindgren fans, young and old. At Astrid Lindgren’s World you can experience Astrid’s stories and meet the characters from the books and films – and at Astrid Lindgren’s Näs you can deepen your knowledge of Astrid Lindgren’s life and work. There are 70 permanent employees working here together with about 600 seasonal employees. In addition to the visitor destinations, Astrid Lindgrens Vimmerby Möten och Konferenser is also part of Astrid Lindgrens Vimmerby AB.

Our values

Astrid Lindgren had high demands for quality – both in her own work and in what others did with her work. Therefore, we should always strive for the highest possible quality in what we do.

A child’s perspective
Astrid Lindgren had a genuine interest in children as human beings. This allowed her to address them with respect and honest curiosity. The child’s perspective was always at the centre for her. In the same way, we try to address children with interest, curiosity and engagement.

”We played and played and played. It’s a wonder we didn’t play ourselves to death.” You’re probably familiar with this Astrid Lindgren quote. We want to inspire the children who visit us at the park, whether young or old. Astrid Lindgren’s World is a place where playfulness takes centre stage, where whims and ideas can be explored as the child in you would have wanted.

Respect for others
Through her life and books, Astrid Lindgren provided many examples of civil courage and the importance of equality of all. She had an honest and respectful approach to the world. We have that here too, in her world. We create community through our interest and openness to the opinions, characteristics and needs of our colleagues and fellow citizens, while also being able to stand up for our own.

History of the company

The idea of creating a ‘story village’ with settings from Astrid Lindgren’s books originally came from the Isaksson, Jalminger and Soowik families in Vimmerby. In 1981, they built the first house together, Katthult, in 1:3 scale. Over the years, more and more settings were added to Sagobyn (the Story Village), as it was then called. Over time, the site became too large for the three families to manage and in 1989 they sold Sagobyn to the Riquma Group. The change of ownership meant the creation of the new company – Astrid Lindgrens Värld AB.

As of 2010, the company is jointly owned by Astrid Lindgren Aktiebolag/Förvaltning AB, 91% , and Vimmerby Municipality, 9%. In the spring of 2017, Astrid Lindgrens Värld AB bought Astrid Lindgrens Näs. At the same time, Astrid Lindgrens Värld AB changed its name to Astrid Lindgrens Vimmerby Aktiebolag.

Where stories come to life

It is more than 40 years since the construction of Astrid Lindgren’s World began. Over the years, interest in the park has grown. So has the joy of play among our guests and the interest in Astrid Lindgren’s stories. ‘Playfulness’ and ‘Astrid Lindgren’ are closely associated with each other.

About Astrid Lindgren’s World

Astrid Lindgrens Vimmerby’s management team

Managing Director

Joacim Johansson


Operations Manager Näs, Astrid Lindgren’s childhood home

Sofia Johnsson


Marketing and Sales Manager

Lena Möller


Human Resources Manager

Linnéa Hindvik


Mat och dryck-chef

Sara Hedblom


Finance Manager

Per Sigvardsson


Theatre Manager

Nicholas Lindström


Drift- och fastighetschef

Tommy Dahlgren


Gästservice- och boendechef

Anna Lindén


Design- och utvecklingschef

Thomas Green


Board of Directors

Astrid Lindgrens Vimmerby’s Board of Directors consists of six members (as of 2024). Below you will find information about the members.

CHAIR OF THE BOARD: Nils Nyman, Stockholm

BOARD MEMBER: Anders Lindgren, Stockholm

BOARD MEMBER: Karin Matsson-Weijber, Stockholm

BOARD MEMBER: Jacob Käll, Vimmerby

BOARD MEMBER: Annie Lööf, Stockholm

BOARD MEMBER: Tina Resch, Gothenburg


Please do not hesitate to get in touch with us!
Phone number: +46 (0)492 798 00
Email: info@astridlindgrensvarld.se