Santa's mother; you have for a long time "worked without being seen" - Santa's father has traditionally been the figurehead of Christmas. Why do you think this has happened and how are you doing at home?
Santa and I, just like large parts of the business community and the outside world, have been stuck in deeply rooted and outdated structures and behavioral patterns. Many unspoken expectations from the outside world are also associated with this. Unfortunately, breaking traditions is not easy, but this year we are on our way! For us at Santa Claus, for example, gender equality has always been a given. Skills and personal qualities, nothing else, are what determines the role of Mrs. Claus, Mr. Claus and the elves in our workshop! What few people know is that I, Santa's mother, am overall responsible for our entire workshop; from Christmas gift shopping to rhyming cottage and porridge cooking. The fact that Santa Claus has always been responsible for the Christmas gift deliveries is a tradition we see is loosening, like so much else in the world right now. The pandemic has also made our little workshop rethink and break traditions.

How do you think your Tomteverkstad will continue to develop?
I am hopeful and see that the pace of change will continue. For a long time, we have built our workshop based on the motto "differences and diversity create strength and success". We also see that this is a given for the younger generation, the elves and gnomes! That's why we have a new tradition this year; that I, Santa's mother, together with the little elves, take care of the Christmas gift distribution and Santa's father stays at home and takes care of the complaints and other customer service. This year there will also be an electric sleigh so the horses can rest in the stable.

How do you see the Christmas gift trend developing and will develop?
The tradition of Christmas gifts is deeply rooted, we like that! But we also see that the winds of change are blowing here too. Finally, "sustainable" Christmas gifts are starting to be in demand. This year we have also introduced a new concept; our own Second Hand business. In short, it means that Christmas gifts returned from last year are driven out again to new recipients. It's just a matter of repacking and changing the addressee!

Finally, I would like to wish all our friends around the house and hut a very Merry Christmas!