Toys are tools that help children to learn about themselves and the world around them and our numerous award-winning toys attest to their strong Play Value. The best toys are open-ended, with little suggestion to method or purpose of activity; to allow a different facet of play as the child grows and changes in ability and interest. Blocks, paint, dough, sand and water play remain unsurpassed as the best implements for exploration and creation, fuelled by imagination alone.    

Less is sometimes more.

We believe a child exposed to Beauty will in turn appreciate and respond to all things beautiful. Learning to appreciate Beauty is fundamental to a gentler, nobler, and kinder existence. Our toys must thus not only be educational and well-made – but also beautiful. Toys that stimulate the child’s innate sense of symmetry and aesthetics are also the ones that will most likely be picked up and played with. Captivating colours, interesting textures and pleasing form are the qualities in a toy that must first be satisfied before they can pass muster. Classic and timeless toys that have withstood the test of time are our favourites.

A thing of beauty is indeed a joy forever.

All of our toys must conform to, and often exceed, the stringent safety directives set by the European EN71 and US ASTM standards of safety. 

For Baby toys, natural materials like wood and cotton are preferred; and paints and finishes are non-toxic, water-based or organic and must be sweat and saliva resistant. Additionally, they must submit to 3rd party testing institutions eg TÜV, GOTS (Global Organic Textile Standard) or Oeko-Tex-Standard 100 to ensure that every part of the toy satisfies safety and functional requirements. Dangerous toxins like Azo-dyes, phthalates, BPA and heavy metals like lead and mercury must not be present and every toy is mechanically stressed for tensile and compressive strength.

Our brands take great pride in safety. PlanToys employs E-Zero Glue, is formaldehyde-free and use only soy-ink for printing. SES playdough is paraben- and gluten-free; and its finger paints are made with an embittering agent to impart an unpleasant taste so children do not eat it. Djeco tattoos are hypoallergenic, and Steiff, Götz and Fehn even carry their guarantees of quality. Going above and beyond is the order of the day. 

In addition, our toys are chosen for craftsmanship and durability, ensuring years of robust play.

Our toys must be safe – safe for the child and safe for the environment.

We believe children should have a right to good health, adequate education and a clean environment. And while nothing can be 100% perfect, we believe it should not be for want of trying. Wherever possible, wood is chosen over plastic. Not only are most plastics made from non-renewable petrochemicals, more and more we learn of their adverse long-term effects on human and animal health. Many are also non-biodegradable. As such, we avoid plastic toys unless its use necessitates the material (e.g. water play toys or high detail figurines). Even then, all our plastic toys must be certified phthalate- and BPA-free.

In addition, our toy makers use wood from 2 main sources: One is from rubber trees that have exhausted their latex and would otherwise be cleared in mass through burning. The other is from managed forests in Europe where there is strong tradition of sustainable forestry. Many of our manufacturers work only with wood suppliers that are PEFC-certifed (Programme for the Endorsement of Forest Certification); and use alternative fuel (e.g. biomass from leftover woodchips) for their heating and electrical requirements. Packaging is kept minimal (sometimes none!) and many use recycled paper for their boxes.             

Caring for the environment is caring for our children.