When I started Tollers, it came from something many parents can relate to. I want to find better toys for my own children. As I share in the story behind Tollers Toys, my personal experience as a dad helped shape the idea behind the business and the values that still guide it today.
We’ve all seen toys that capture a child’s attention for a little while, only to be forgotten at the bottom of the toy box a few days later. At Tollers, we believe toys should offer a little more than a fleeting moment of excitement. We look for products that encourage little imaginations, are thoughtfully made and are designed to stand the test of time, without relying on screens, batteries or unnecessary bells and whistles.
But with so many toys to choose from, how do you know which ones are really worth bringing home? It’s not always easy to look beyond the packaging and work out what makes one toy a better choice than another.
That’s why we’re so particular about what we stock. In this blog, we’re taking you behind the scenes at Tollers to explain the thinking behind our buying criteria, what we look for in every product and why we believe every toy should earn its place.
Because for us, it’s never about having more toys. It’s about choosing the right ones.
Why we have a buying framework in the first place
We know how easy it is to be drawn in by a colourful box, a clever design or the latest must-have toy. But we also know that what looks exciting at first doesn’t always turn out to be the toy your child reaches for again and again. We wanted to take some of the guesswork out of choosing toys by doing the research ourselves and being a little more thoughtful about what makes it into our collection.
That’s where our buying framework comes in. It gives us a clear set of things to look for when we're considering a new product, from the materials used and how it's made to whether it encourages imaginative, screen-free play. We want to understand the story behind each toy and feel confident that it deserves a place on our shelves, and in your home.
Ultimately, our framework helps us stay true to why Tollers exists in the first place. We wantto offer toys that we believe in, that families can feel good about choosing, and that bring something meaningful to playtime. If a toy doesn't meet the standards we're looking for, we're happy to leave it off our shelves.
what every toy must get right
We don't believe in choosing toys just because they're popular, look lovely on a shelf or happen to be the latest trend. We want to know what makes each toy special, how it's made and what it brings to a child's playtime.
As a parent myself, I know that choosing toys can sometimes feel overwhelming. There are so many options out there, and it's not always easy to know which products are genuinely worth investing in. That's why we've created a set of core values to help guide our decisions and keep us focused on what really matters.
It has to be fun
Above all, a toy has to be fun to play with. Before anything makes it onto the Tollers toys website, I bring it home for my three boys to try out first. Its a chance to see how they play, what captures their imagination and whether they keep coming back to it. After all, a toy can be beautifully made and thoughtfully sourced, but it needs to spark joy and inspire play to earn its place on our shelves.
Screen-free play
We believe children should have the freedom to explore, imagine and create their own adventures without relying on screens, flashing lights or electronic sounds. We look for toys that let little imaginations take the lead.
Thoughtful, sustainable materials
What a toy is made from matters a lot to us. We look for thoughtfully chosen materials, such as wood and cork, and consider where they come from and how they're sourced, so we can make more considered choices for families and the planet.
Quality that lasts
We want toys to be played with, loved and returned to time and time again. From the materials used to the way each product is made, we look for quality that can stand up to the everyday adventures of childhood.
Honest and transparent makers
We care about the people and processes behind the products we sell. We look for makers who are open about their materials, manufacturing and sourcing, helping us understand exactly what we're bringing into our collection.
Safety and peace of mind
Toys need to be suitable for the children playing with them. We consider age recommendations, relevant safety requirements and the information available about materials and finishes, so families can make informed choices.
These values aren't just words on a page. They're the principles we come back to whenever we're considering a new product. Not every toy will be right for Tollers, and that's okay. We'd rather be selective about what we offer than fill our shelves with products that don't reflect what we believe in.
How we put the framework into practice
Having a set of values is one thing, but putting them into practice is where it really matters. At Tollers, we don't just want to talk about what makes a good toy; we want to make sure those principles guide the products we actually choose to sell.
When we come across a product we love, we take the time to look a little deeper. Who makes it? What materials are used? Where does it come from? And does it fit with what we're trying to achieve at Tollers? We want to understand the story behind each toy.
Our experience with Elou cork blocks is a lovely example of this. Seeing how they stood up to everyday play at home helped us appreciate the importance of choosing toys that are both enjoyable and thoughtfully made. It's those real-life experiences that help shape the way we think about quality.
We want to feel confident about the products we bring into Tollers, which means paying attention to the materials used and the makers behind them. We look for clear information about sourcing, manufacturing and relevant safety requirements, so our decisions are based on more than just a product's marketing claims.
Finally, we come back to the question at the heart of our framework: does this toy reflect our values? Does it encourage screen-free play? Has it been thoughtfully made? Does it offer something meaningful to children and their families?
A toy might tick some of these boxes but still not feel like the right fit, and thats okay. We're not trying to stock everything, we're trying to build a collection that we're proud of.
Ultimately, our buying framework helps us stay true to the reasons Tollers was created in the first place. It's about taking the time to make considered choices, asking the right questions and being confident in the products we share with families.
Why we don't stock everything
We'd rather offer a carefully chosen collection of toys we truly believe in than fill our shelves with products just for the sake of having more choice.
Of course, there are plenty of lovely toys out there, and we know that every family looks for something a little different. But just because a toy is popular or catches our eye doesn't automatically mean it's right for Tollers. We take our time, ask questions and think carefully about whether a product fits with our values. If it doesn't quite meet the standard we're looking for, we're happy to leave it out.
For us, being selective is also about making things a little easier for you. We know how much choice there is when it comes to buying toys, and it can be difficult to know where to start. By carefully curating our collection, we hope to take away some of that guesswork and help you find toys you can feel good about bringing into your home.
At the end of the day, we'd rather help you find a handful of toys that your children truly love than encourage you to buy more for the sake of it. Because we believe that when a toy is chosen with care, it has a much better chance of earning its place in your home.
FAQ
How does Tollers choose which toys to sell?
We look at materials, quality, safety and how a toy encourages play. Every product needs to reflect our values and be something we're happy to recommend to families.
Are wooden toys always better than plastic toys?
Not necessarily! We believe it's about more than materials alone. Quality, safety, durability and how a toy is made all matter when choosing the right product.
What should I look for when buying sustainable toys?
Look for responsibly sourced materials, good-quality construction and clear information about how a toy is made. Choosing something built to last is a great place to start.
The Tollers view
At Tollers, we believe choosing toys should be about quality over quantity. My experience as a dad helped shape the business, and the Tollers values continue to guide the toys we choose today.
We know every family is different, but we think a great toy should offer a little more than a few minutes of entertainment. That's why we always come back to the things that matter most to us:
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Play with purpose: Toys that encourage little imaginations and let children explore at their own pace.
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Quality over quantity: Choosing fewer, thoughtfully made toys rather than buying more for the sake of it.
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Made to be loved: Products designed to be enjoyed time and time again, becoming part of everyday play.
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Thoughtful choices: Considering materials, craftsmanship and the people behind the products we bring into our collection.
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Toys we believe in: Every product should reflect our values and be something we'd feel good about recommending to other families.
For us it’s about making more considered choices and finding those special products that children genuinely love.
