Tollers Toys, a Nantwich-based online toy shop specialising in sustainable, screen-free, ethically made toys for children aged zero to five, has been selected as a winner of Small Business Sunday (SBS) by retail entrepreneur Theo Paphitis.

The weekly #SBS competition, which Theo launched in 2010 and which is now in its 15th year, invites small businesses to pitch their story to him directly on social media every Sunday between 5pm and 7.30pm.

Each Monday evening, Theo selects six winners and shares them with his combined audience of 800,000 followers across all three platforms.

Tollers Toys was founded by Simon Childs, a dad-of-three and founder of digital marketing agency Childsey, who launched the brand after a frustrating trip to a toy shop left him unable to find a single toy he felt good about buying.

The brand stocks wooden, cork, and natural rubber toys from ethical makers including Le Toy Van, Elou, Cubika, and Threadbear Design, all chosen against a strict product framework excluding anything battery-powered, non-certified, or built to be thrown away.

The brand takes its name from Tollers, a 90-year-old rocking horse that has been played with by more than 30 children across four generations of Simon's family.

Bought from Harrods in the 1930s, repainted and repaired many times over, and still being ridden today, Tollers the rocking horse is the living proof of concept for everything the brand stands for.

Founder of Tollers Toys, Simon Childs, told Nub News: "Winning #SBS means a great deal to us.

"Theo Paphitis has spent his career championing the kinds of businesses that do not always get the recognition they deserve, and to have Tollers picked from everything that gets submitted each week is genuinely humbling.

"We are a young brand with a clear purpose: to make it easy for parents to buy toys they can feel good about.

"Knowing that purpose resonates, and that we are now part of a community of over 4,500 businesses all supporting one another, gives us real momentum."

As an #SBS winner, Tollers Toys is now listed in the exclusive #SBS Winners Directory HERE and has access to the wider #SBS network of independent UK businesses, events, and partner benefits.

Tollers Toys is available exclusively online, with free UK delivery on orders over £40.

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