TollersToys, founded by Simon Childs, has launched with a focus on sustainable, long-lasting children's toys made from materials including FSC-certified wood, cork, natural rubber and organic fabrics. The brand says it aims to provide families with alternatives to short-lived, plastic-heavy products.

Industry data suggests around 8.5 million new toys are thrown away in the UK every year, while research suggests that up to 80–85% of toys ultimately become waste, largely due to mixed materials and limited recycling options.

Simon said the idea for Tollers developed after years of seeing how quickly many modern toys lose their appeal.

"The world does not need more toys, it needs better ones. As a dad of three boys, I became frustrated with a market full of plastic products that are short-lived and often overstimulating. I wanted to make it easier for parents to choose toys that are built to last, ethically made and designed to support genuine imaginative play," he said.

Rather than manufacturing toys itself, Tollers operates as a curator, selecting products that meet its internal framework. This includes no screens or batteries, sustainable materials, recyclable packaging, and compliance with UKCA and CE safety standards. The company says it prioritises suppliers based in the UK and Europe and works with brands that use certified materials.

Among the toys currently available are the Elou cork building blocks, made from sustainable cork, as well as the Le Toy Van wooden Doctor Set, an FSC-certified role-play kit designed to encourage imaginative play, which has become one of the brand's best sellers.

Designed for imaginative play, not disposable trends

Simon said the focus is on toys that can be kept and passed down.

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"All of our toys are selected for durability, ethical production and long-term use. We test products in real homes to see how they stand up to everyday play. If a toy cannot withstand that, it does not make the cut. We want toys that can be handed down between siblings and even generations."

The brand name comes from a family rocking horse called Tollers, which has been passed down through four generations and used by more than twenty children in Simon's family.

"Over twenty little ones have ridden him, painted him, had him mended, and inevitably squabbled over whose turn it was next. He's still going strong today, delightfully creaky and absolutely wonderful, proving beyond a shadow of a doubt that toys can last a lifetime if they're just made properly. Tollers means finding toys that carry a story, toys that connect generations, and every product we select echoes that spirit: simple, honest, and enduring."

Tollers is currently live at tollerstoys.com, with plans to expand its collection in the coming months. The company says further growth plans are in development.

From cork blocks to wooden role-play sets, TollersToys is rethinking modern playtime

About TollersToys:

Tollers Toys is a curated children's toy brand founded on the belief that childhood should be simple, imaginative and free from unnecessary excess. Rather than designing or manufacturing products itself, the company carefully selects toys from makers who prioritise quality, transparency and responsible sourcing, focusing on sustainable materials, ethical production and durability. Every item is handpicked for its craftsmanship, safety and ability to support genuine, open-ended play, with an emphasis on toys built to last and to be passed on. Tollers exists to make it easier for families to choose playthings that are thoughtfully made, responsibly sourced and designed to inspire meaningful engagement, working only with brands that share its commitment to materials, people and long-term value.

Brand website: http://tollerstoys.com

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