Interview: Eventyrakademiet.
Anna Hasselby made the leap from biochemistry to fairytales and entrepreneurship. As a one-woman army, she founded Eventyrakademiet – a world of magical childhood experiences that blend play and learning. Read on for her best advice for aspiring entrepreneurs.
From Events to Enchantment: Anna Launched Eventyrakademiet During the Pandemic
Anna began her university studies in biochemistry – a subject she found fascinating. But outside the lab, something was missing: a sense of magic in everyday life.
Her creative side had always pulled at her, and at 21, she decided to follow it. While studying business part-time, she worked in event planning at Niels Brock. For 17 years, Anna developed murder mysteries and strategic teambuilding exercises for Danish companies – always tailoring the concepts to their missions and people.
Then a global nightmare hit: the COVID-19 pandemic. Everything was cancelled.
"What does a smart person do? I had carried the idea of ready-made children’s experiences and events with me for a while. It was now or never," Anna Hasselby, Eventyrakademiet.
At the time, Anna was at home with her two daughters, working at the living room table on games that would eventually become Eventyrakademiet.
Read here about the full story behind the creation of Eventyrakademiet.
From Biochemistry to Fairytales: Anna’s Journey to Magical Childhood Experiences
Eventyrakademiet blends storytelling with learning. It offers imaginative childhood adventures through ready-to-use treasure hunts and mystery games – perfect for birthdays or any special occasion.
Eventyrakademiet part lies in those small ‘aha’ moments – like solving a riddle or cracking a code to find the next clue. Children might match letters, look for eggs, or decode rhymes – all while learning without even realizing it.
Anna explains that when children reach the solution, their joy is instant and genuine.
"When you solve something, you literally form new patterns in the brain – neurologically and physiologically. That’s why there’s so much depth in the games we create," Anna Hasselby, Eventyrakademiet.
Unleashing Creativity: How Anna Builds Magical Worlds for Children
When Anna describes how she designs her fantasy worlds, her enthusiasm is contagious. She always starts at the end – with what she wants the children to discover – and then lets her imagination take over.
For example, The Big Top Secret – which she presented on Løvens Hule – came from a creative brainstorm like this:
”The kids need to find four numbers. Then I decide which world it takes place in. Say it’s a circus – with clowns, popcorn, and a ringmaster with a funny mustache. There are no more animals in modern circuses, but in the story, why not? A giraffe, a monkey, and a clown named ‘Rebus’ who gives you a riddle to solve... and so on,” Anna Hasselby, Eventyrakademiet.
Anna clearly has a naturally inventive mind. We can only imagine how magical it must be to experience childhood in her world!
Hard to Let Go: When a Passion Becomes a Purpose
Anna has tried several times to put the idea of Eventyrakademiet aside — but as she puts it, when you're this passionate and driven, it's almost impossible to let go. What makes Eventyrakademiet so unique is that there’s nothing else like it on the market. Each kit includes invitations, games, stickers, and props — a complete package. That uniqueness was actually a challenge when Anna pitched the concept on Løvens Hule, but luckily, the story had a happy ending.
Her current challenge is onboarding families. It’s all about helping parents and kids feel comfortable with the products — and showing them how easy and fun it can be to plan a fairytale adventure for their children or grandchildren.
One-Woman-Army: How Anna Taught Herself Everything She Needed
Many of the skills Anna uses today are self-taught — especially the visual and graphic work, which is a big part of Eventyrakademiet.
Working from home has its ups and downs. Anna admits it’s tricky when inspiration strikes in the middle of stirring a pot at dinner. But that's part of living with passion. As she says herself: “I’m also a mom — and that’s a big part of my passion too.” Anna Hasselby, Eventyrakademiet.
After Løvens Hule: A Dream Realized, a Busy Life, and New Distribution Channels
The first time Anna watched Løvens Hule, she told her husband, “Someday, I’m going to stand in that room. I’ve dreamed of it since I first saw the show,” Anna Hasselby, Eventyrakademiet.
After keeping her participation a secret for six months, it was a huge relief to finally celebrate with friends and family once the episode aired. She had prepared for any outcome, and her husband even took the following Monday off work to help — a wise move.
The days after the episode were hectic. Photos had to be taken, congratulations poured in, and life continued. Packing kits from the living room turned into a larger operation — they had to bring in extra tables to create proper workstations.
”It really came down to finding a new distribution channel beyond the webshop. I’m incredibly happy that KiDS Coolshop said yes. Their stores are all over the country, so now I’m out delivering demo materials and meeting the retailers face to face. It’s actually a lot of fun,” Anna Hasselby, Eventyrakademiet.
Keep the Magic Alive: Anna’s Advice for Staying Passionate as an Entrepreneur
Anna says she sometimes wishes she were where she is now — three years ago. But everything happens for a reason. Without those years of graphic work, she wouldn’t be able to create the magical worlds she does today. She’s exactly where she’s meant to be — and she has some golden advice to share:
”My best advice? If you get a strong impulse — act on it. For me, that impulse came when I knew it was now or never. After two years of running Eventyrakademiet, I finally signed up for Løvens Hule. Remember why you’re doing what you do. Reconnect with what you love. If you push yourself too hard, the magic disappears,” Anna Hasselby, Eventyrakademiet.
When you work from your strengths, you perform at your best. You can’t catch every opportunity — and trying to do so as an entrepreneur can leave you feeling like you’re failing. Focus instead. Make decisions aligned with where you want to go, and then take one small step every day in that direction. Sometimes the path isn’t clear, but if your actions match your goals, you’ll get there eventually.
Thank you so much for the lovely conversation, Anna. We’re proud to call you a partner and can’t wait to follow your journey. Wishing you all the best in everything that lies ahead.
Team pensopay.
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