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Collections

Grimm's

Grimm's

Children's toys are not just about kids being busy, that is, having something to do. Above all, it is important to us that they receive toys that are appropriate to their age and development.

The imagination of the children should be stimulated and this will help develop the creative potential that can be available to a person throughout their entire life.

Beautiful, artistically crafted, quality toys, made of natural materials also promote a sense of beauty and an understanding of quality. We consider this important in our "disposable society."

From the design point of view, we make sure to keep the playing possibilities as open as possible, so that creativity is not restricted, and can develop in new directions.

In doing so, we are guided by Waldorf education and other alternative pedagogical approaches, such as Montessori, which are deeply rooted in our corporate DNA.

Small and big builders of the world will find everything they need to create new worlds and games ... so the same components may become a farm and later a hospital. On another occasion, a doll’s house or part of a fantasy land might be created.

With their progressive development, children are always finding new ways to play with our wooden toys. The minimalist, open design make them permanent companions on their way through childhood.

The possible combinations of the individual items are limitless and open up a broad field of infinite playing possibilities, with which we deliberately want to create a counterpoint to the often rather passive, digital and media world.

Because childhood needs worlds of experience that can be understood and experienced with one's hands!

We love wood because it is a natural material so it always has various markings that show up in our products, making each one unique.

Wood grain has changing structures and colours which serve as proof of its natural origins. The unique variations are proof of quality, not defects. Discover the markings that make your Grimm’s toy Simply Unique!

Gund

Gund

Gund - The World's Most Huggable...since 1898! For more than 110 years GUND has delighted young and old with lovable and huggable soft toys, perfect for every occasion. Each product embodies the very spirit of a hug and a warmth and joy that's loved worldwide. Combining the richness of tradition with the excitement of innovation, the Gund brand is the premier destination for premium plush. The Gund range of cuddly characters include bears, animals, animated sound and musical toys and seasonal characters including Valentine’s Day, Easter, and Christmas. There's a Gund plush for everyone!
Gus + Mabel

Gus + Mabel

GUS + MABEL specialises in lovingly and thoughtfully designed children's sensory play resources with practicality, sustainability & aesthetics in mind.

Their range helps to encourage learning through exploration, curiosity, imagination, problem-solving & creativity, promoting only effervescent vibes! During product development, they accompany the principles of many educational approaches such as Montessori, Waldorf & Charlotte Mason.

It's with the utmost importance that every GUS + MABEL product makes for a positively delightful experience for you & your child; it is at the forefront of their ideology.

Sustainability within the range is their mission; they know there is no Plan(et) B for our beautiful home. They're hugely planet & people friendly, all products are made ethically & many beautiful teams strive to achieve the utmost quality.

Where possible, the products have been created using natural raw materials allowing them to be recyclable & biodegradable; it's a small but essential step to reduce our carbon footprint.

"We must always remember we are a children's brand; it's their future, after all."

WHY SENSORY PLAY

Look, listen, touch, taste, and smell are almost always taken for granted. Yet these senses are pivotal to learning complex tasks.

Sensory play helps children to build skills in cognitive growth, fine and gross motor skills, problem-solving, and social and language development.

From birth through to early childhood, children use their senses to explore and try to make sense of the world around them.

They do this by seeing, hearing, touching, tasting, and smelling.

Look at some of the significant benefits of sensory play:

BRAIN DEVELOPMENT

Engaging a child in sensory play helps strengthen their brain development for learning, which enhances their memory and ability to complete more complex learning tasks. Sensory play encourages learning through exploration, curiosity, problem-solving, and creativity. It helps build nerve connections in the brain and promotes language and motor skills development.

COGNITIVE GROWTH

The scientific process automatically begins in their brains whenever children are presented with new materials.

What is this? How does it feel? What does it do? How does it move? And we're off! Their little brains start racing!

Sensory play is the perfect opportunity for hands-on experimentation. Children's minds connect the objects in the world around them and how to interact with them as they touch, hear, smell, see, and sometimes taste.

LANGUAGE DEVELOPMENT

Sensory play helps children learn new ways of talking about the world. It supports their language development and encourages them to communicate effectively with others while playing. Sensory activities like playing with coloured rice/wheat/pasta, play dough, water gems, crystals, stones, etc., can all be perfect opportunities to work on giving commands, introducing new vocabulary, expanding language concepts like adjectives, action verbs, prepositions, plurals, etc., asking questions and a lot more.

SOCIAL INTERACTION

The Busy Bee Tray is a beautiful way of promoting social interaction! A positive sensory play environment encourages children to interact and work with others effectively, which is essential for a child's development. They begin to share their excitement and ideas and build new relationships.

ADAPTABILITY

Sensory play is a great way to help children adapt to new environments. They learn to use sensory play resources and differentiate between different scenarios through exploratory play.

FINE AND GROSS MOTOR SKILLS

Children identify objects by touch during tactile sensory play, which helps them develop their fine and gross motor skills – such as squeezing, pulling, pushing, and throwing.

CRITICAL THINKING

Children develop problem-solving and decision-making skills by experimenting with different objects during sensory play. They begin to find solutions to obstacles they encounter during sensory play – such as 'how to make sand stick together.

AWARENESS

Children are aware of and take in the environment around them when their senses are engaged. Sensory play helps children become more self-aware and body-aware, allowing them to understand the space around them better. Sensory development goes hand in hand with other early childhood education activities such as physical development, expressive arts, design, and overall personal, social, and emotional development.

COMFORTING

Sensory calming play provides sensory input and helps your child stay calm, self-regulate and be less fidgety. Take your Busy Bee Tray on a walk, collect stones, leaves, and dirt along the way, find a spot, sit down, talk about your adventure, and allow them to fidget with their finds, one of the most soothing activities.

Hair By Courtney Anne

Hair By Courtney Anne

Transform your hair instantly with Hair by Courtney Annes beautiful range of reusable ponytails. Shimmering with added tinsel in the widest range of colours you are sure to stand out in the crowd. The attached elastic makes them easy to tie into the hair or even to use as braids. Our reusable ponytail Hair Extensions are the perfect accessory for any little mermaid lover, or fashionista.

When it comes to hair extensions there is no need to look any further. Courtney Anne has researched and been in this industry for many years now and has perfected her product, making it the highest quality synthetic hair on the market. When you think ‘fake hair’ you imagine knots, plastic looking and a waste of money. This product is proudly none of those things. The high quality allows the product to be over and over again.

Hangers & Banners

Hangers & Banners

Our range of hangers and banners feature fun dinosaurs to liven and brighten up any child’s room or play space. 

Hey Doodle

Hey Doodle

HeyDoodle is designed and dispatched from Melbourne, Australia.

HeyDoodle are big on REUSING. There is a constant design conscious to minimise single-use disposable items within each retail packaging. Everything you find in the kit is very intentional.

HeyDoodle mats are thick and durable, but are not immune to sharp edges and permanent stains.

These activity kits are designed to be an On The Go activity. The packs are versatile and can be used for learning anywhere.

IS Gift

IS Gift

A collection of fun novelty gifts.
Isla Dreams

Isla Dreams

Inspiring sweet dreams and endless imagination

Capture the wonder and magic of make-believe with Isla Dream Prints, where enchanted characters bring bedroom walls to life. From fairies to dragons, sharks to unicorns, your little one will fall in love with these delicate and adorable nursery wall prints and decals.

Transform your little one’s bedroom or play space into an enchanted wonderland with our beautiful range of kids’ room and nursery prints and decals. Isla Dream Prints has created a collection of mystical characters designed to inspire little imaginations and soothe sleepy heads as they drift off to sleep. 

Each original illustration has been lovingly hand drawn by Australian artist Shannon Berg, making these nursery prints and removable wall decals uniquely beautiful. Professionally printed with archival pigment inks, this is entrancing children’s wall art that can be passed on from generation to generation, a magical memento to be shared for years to come.       

And for a sprinkle of extra whimsy, many of our little girls’ bedroom and nursery wall prints are hand embellished with glitter to create a truly unforgettable work of art. Childhood comes but once – don’t miss the magic!

Jellycat

Jellycat

Without a doubt, Jellycat produces the World's most sophisticated soft toys.
Explore all the quirky cuteness from the creators of the softest toys you have ever hugged, cuddled and adored. Established in London in 1999 and always launching many new soft toy designs, there is always something original and quirky yet incredibly soft and sumptuous to find at a Jellycat jamboree! Irresistibly cuddly, sophisticatedly silly, hilariously humorous, a perfect gift for all ages!
Jellystone Designs

Jellystone Designs

Jellystone Designs is an industry leader for silicone made teethers, toys, and jewellery with a strong commitment to enhance the way babies and children learn and process through sensory exploration. The range puts this commitment into practice with an offering of non-toxic, silicone made products with a wonderful feel and clever design. The designs are recommended by occupational therapists and all come with a touch of fun. In 2018 they won a number of awards and the Rainbow Stacker Teether and Toy was awarded the Creative Child Magazine Top Toy of the Year Award, Gold in the category Favourite Baby Toy for the My Child Excellence Awards and a Family Choice Award, which was also awarded to the Star Teether.

Kinfolk Pantry

Kinfolk Pantry

Kinfolk Pantry is a family owned Australian business based in Wollondilly Shire in NSW. Their ethos is to bring families together and support them in a sustainable way of life with the joy in knowing that these goods were made in Australia. 

Their eco-friendly dough Eco Cutters were designed and made from recycled wood mill sawdust, and plant-based biodegradable plastic. They are then brought to life in their home studio. As they are made in small batches, each cutter has its own unique charm and character. 

Lauren Hinkley

Lauren Hinkley

Lauren Hinkley Australia is a leading jewellery designer for children's gifts and accessories. 
Le Toy Van Honeybake

Le Toy Van Honeybake

Everything youngsters need for role-playing day to day life in the home or out and about at the market or shops. Bake a cake in the kitchen, sell fresh produce at the market stall or take the baby for a stroll. The collection is inspired by the everyday experiences that children see and allows them to act out situations and explore their environments. 

Suitable for children ages 3+ years.

Learn & Grow Toys

Learn & Grow Toys

Learn & Grow Toys was started through a love of quality open ended toys. They aim to bring a wide range of beautiful and educational products to Australian retailers. 
Let's Dough

Let's Dough

Let's Dough uses only plant based colouring and all natural, edible, food grade ingredients. They are naturally-made, scented with essential oils creating a free, relaxing and mindful approach to play. 

A great way to give your little one independent play that supports the development of motor skills while being relaxing & therapeutic, illuminates imagination and activates all sense.

Every Let's Dough product has been created with the environment in mind. All natural ingredients, educational themes and sustainable packaging wherever we can!

Your playdough will last up to 6 months, but can be kept longer, by being played with regularly and being given the LOVE it deserves:

Keep it:

Dark.  Our all-natural playdough is made with non-toxic ingredients, so colour and scent may fade over time. To slow this process keep the playdough away from direct sunlight.

Cool. Especially living in humid (sub-)tropical areas. The FRIDGE is a great place to prevent 'wet', 'sweaty', mouldy dough.

Sealed. Store in an airtight container to prevent dryness. Carefully close the lid of your aluminium tin can or jar.

Clean. Play with clean hands on a dry & neat surface.

Fun. Number one most important care instruction, no doubt! We recommend squeezing & moulding your dough regularly in order to keep it fresh.

WHOOPSIE - Accidentally dried out. Oh no, accidentally left the jar open? Kids, household, multi tasking, life...! We get it. No worries. Just try adding a few drops of water you may be able to knead it back smooth. Wet. Try adding a bit of flour and hopefully you can knead it back.

Now, Let's Dough!

Lilu

Lilu

Although they are a relatively new brand to hit the market, Polish brand Lilu are already making waves in the children's sector and have established themselves as an award winning, market leader. They have quickly become well known for their beautiful wicker pieces.

The company began in 2015 however the group of parents behind the brand came together long before that and had been creating and perfecting their range of products for years before they launched to ensure they would be offering something very special and unique to their customers.

Their collection is based around creating beautiful pieces that will be loved by children while ensuring the standard and quality is that of what parents want and expect.

They are currently the only manufacturer of this type of children's wicker furniture in Poland with their entire product range being designed, created and produced there. They only use the highest quality materials which are also all ethically and sustainably sourced from Poland.

Little Custom Creations

Little Custom Creations

Little Custom Creations offers a range of beautifully handmade and unique products brought to life that have been loved by hundreds of customers worldwide. The most well recognized is that of our Butterfly Range which includes Butterfly Wall Decals©,  Butterfly Cushions©, Hanging Drops and Garlands, Tooth Fairy Cushions© and Prints to name the most iconic.  

Loose Parts

Loose Parts

Loose Parts is a collection of open- ended bits and pieces to inspire children to use their creativity and imagination during play. It is child-led, and helps children strengthen their independence and sense of self. It helps children observe, enquire, investigate, construct, deconstruct and engage with both others and the world around them.

Magic Wood

Magic Wood

Magic Wood is a European brand who designs and hand makes wooden toys using sustainable timbers and natural plant dyes. They manufacture a best selling range of Eco Blocks and Tree Houses from reclaimed cherry, apple and elder trees and finish them with natural flax oil. The toys are then sanded and oiled for durability and quality play. Magic Wood toys put children in touch with nature. Their vision is to provide fun and learning oriented toys produced in a socially and ecologically responsible way. They harm no living tree to produce their Eco Blocks and wooden toy range.
Magnets

Magnets

Magnet Boards are a brilliant way for children to explore and use their imagination at home or are a perfect On The Go activity to keep them busy for hours. 

Maileg

Maileg

In a busy world of bright lights, bells and whistles, where new stories are continually impressed upon us… Maileg is a world in which matchboxes can be beds for mice; princesses make perfect teatime companions; and adventures can be found on a friendly forest walk. It is a world where cats and mice are friends. Ours is a world of childhood imagination - and this is a world we value.

Highly collectable, beautiful and vintage looking accessories which are bringing customers back for more.

Maileg (pronounced My’lye) is a brand of charming Danish-designed toys created to inspire our children’s favorite playtime stories. By bringing storybook whimsy to everyday moments, Maileg toys help children explore the pure and simple wonder of imagination. Beloved for their heartwarming personalities, Maileg toys show playfulness and charm in every last detail. Theirs is a timeless world filled with beautiful accessories and settings to be collected, cherished and shared with friends and family for generations.

Make Me Iconic

Make Me Iconic

Make Me Iconic is an Australian company creating timeless wooden toys that get passed down from one generation to the next.

The stylish range of iconic Australian themed toys have that clever nostalgic twist and are great for imaginative play.

Mindful Play

Mindful Play

A collection of educational toys to encourage mindful and meaningful play with open ended toys. These toys promote learning about the world around us (natural phenomena) and making a connection with nature. The toys in this collection are eco friendly and sustainable and provide opportunities for children to build their knowledge and skills about nature. They nurture their natural desire to be creative and imaginative.   

Miniland

Miniland

Miniland's purpose is to create playful learning experiences through the design and manufacturing of a wide range of specialty toys – Miniland invites teachers, parents and children to be the doers and players of the whole story. They have a lovely range of dolls, puzzles and games for children to enjoy!

Miniland toys are designed from a hands-on approach in different play patterns to foster individual, group and family playing with the purpose of improving the sense of self, encouraging to work collaboratively and promoting interaction and relationships with others. 
Playing today, for tomorrow!
Miniland Dolls

Miniland Dolls

Miniland Educational doll collections are an important educational resource which help comprehend the concepts of family, population groups, the basic rules of relationships and coexistence, respect for racial and sexual diversity.

Made in Spain, these anatomically correct dolls are vanilla scented to smell like a newly born baby.

The dolls have well-defined ethnic features to aid the identification of the most representative races.

The dolls can be articulated and as they are full bodied vinyl cannot be bathed.  Made in Phythalates-free vinyl, they are soft and flexible to the touch.

The dolls are hermetically sealed for 0-3 play so can't be bathed. Suitable for 18 months +

Miva Vacov

Miva Vacov

Miva Vacov was established in 1946 by Frantisek Janouch. Frantisek was a famous artist and was responsible for creating the designs for all of the toys at the time. His family helped him bring his creations to life and they meticulously handcrafted each toy. 
Frantisek was credited with creating one of the most well known wooden toy designs in the world. Known as the famous ‘clapping duck’, it is still proudly made in Czech Republic and sold to children and families all over the world.
Miva Vacov’s toys have been well known, not only in Europe, but the rest of the world for decades. Thousands of people have had the pleasure of being able to own a part of history by purchasing one of these famous and unique toys, which is a must for anyone who is visiting the beautiful Czech Republic.
All the toys are handmade by a small team of people who still use the same processes and machinery as those that were used when the company first began, all those years ago. This ensures that the quality, standards and designs of the toys remain the same today as they always have been.
All of Miva Vacov’s toys are handmade using the highest quality wood, which is sustainably sourced from the mountain regions of Central Europe. All the paints and finishes used are Eco- friendly and non-toxic and all of their products adhere to the strict European codes and standards under EN71.
Mobiles

Mobiles

A lovely collection of decorative mobiles for your little one to enjoy! Made of various materials and different designs, these mobiles will look great in any nursery or bedroom.
Mudpuppy

Mudpuppy

Mudpuppy was launched in 1992. From an early specialization in puzzles, we expanded to our current offering of puzzles, games, and toys for children and the young at heart.

The McEvoy Group, a media company based in San Francisco, acquired Galison in March 2012. McEvoy’s other holdings include Chronicle Books and Princeton Architectural Press. The hardworking small team of 25 behind Mudpuppy is based in New York City.

We believe in creating more toys that help kids' unplug and spend less time in front of screens with modern designs that are fun and interesting.

Our products are sold at museum shops, top specialty retailers, and independent gift and toy stores everywhere.  

Mudpuppy has won over 200 awards and been featured in magazines such as Oprah, Parents, Martha Stewart. 

Naasgransgarden

Naasgransgarden

Nääsgränsgården are artists, creators and artisans. Our products are completely unique to Nääsgränsgården, and of course we’re keen to protect both the environment and the materials we select for our production. Made by Scandinavian designers for the home, for holidays and for gifts. 
Nana Huchy

Nana Huchy

Nana Huchy's creators, Lucy and Hannah Morrison, sought to revive a world filled with warmth, fresh colours and unmistakable style, just like their Nana's.

Their toy range is filled with memorable, beautiful, and fun characters made with high quality fabrics made to last. Their extensive doll and animal range features the perfect companion for every newborn baby and child.

New Arrivals

New Arrivals

Shop the latest arrivals in the Tommy & Milly collection!

No Nasties

No Nasties

No Nasties is a multi- award winning company founded by health and wellness coach Natalia. Play Makeup, Face Paint and Hair Chalk handmade and all natural for parents who are concerned with what they allow their kids to put on their skin.

No Nasties Makeup is just that! No Nasties!

You will never see nasties like FD&C colours, synthetic dyes, talc, mineral oil, bismuth oxychloride, ferric ferrocyanide or paraben preservatives in any of our products.

Everything about No Nasties has been considered making sure that all of their products are natural including the packaging which is made from recycled cardboard. No Nasties products are fun and safe for your little ones and the environment. 

Your littlies will have a ball with the No Nasties range of Face Paint, Hair Chalk and Play Makeup sets and you can have peace of mind knowing that they are playing with all natural products!

Although No Nasties Kids is all natural, in the unlikely event of a negative reaction or irritation on the skin of your little one, please discontinue use immediately.  We do recommend that you test a small amount of the products on a patch of skin prior to use.   Our products are for external use only. Please avoid direct eye contact and if this does occur, rinse the eye in warm water immediately.

We also recommend our products for children over 4 years due to potential choking hazards of small containers and bits.

OB Designs

OB Designs

Starting from humble beginnings selling hand-made teething rattles at the Byron local artisan markets in 2008, O.B designs has grown to produce an extensive range of nursery toys and décor now sold internationally. The core values and ethos of O.B designs, however, are still unchanged. Now with three beautiful children, and my husband being a primary school teacher, all our products are created with children’s needs being priority. Our toys and crochet come from a place of love. The design process is initiated by thinking about who it is for and what they need and we then work back from there.

It is also paramount that all our fabrics are soft and tactile, designed to soothe and comfort. The crochet blankets capture this, being hand-made and from 100% natural materials. Likewise, we are committed to creating products that are ethical and sustainable. All the packaging is compostable, made from cotton and recycled cardboard while our toy manufacturer is Sedex accredited. This means they are a proven ethical business, from employee wages, work health safety to environmental impact.

Ooly

Ooly

Ooly brings you a plethora of crayons, markers, chunky paint sticks, erasers and so much more. Children of all ages (into adulthood) will use both for themselves and as great gift items that are sure to hit the mark! 
Oscamora

Oscamora

Ocamora is the latest stunning wooden toy range to hit Australia and we are one of the very few selected retailers carrying the range and are so excited to bring it to our customers.

Ocamora make their toys in an artisanal way with environmentally friendly materials.

Ocamora was created in early 2016 by Laura and Gregorio, as a link of their respective experiences, with the intention of creating a company in which they could work in what they really liked, outdoors and surrounded by nature, and above all, being able to share time with family.

We have a large variety of the range from rainbows and trees to construction sets, caves, arches and mountains. We expect the shipment to sell out shortly and stock will be available again around September 2020.

All their gorgeous products are made with wood from sustainable forests with FSC and PEFC certification and all complies with the European toy safety standard UNE EN 71/3. 

Something important that you have to keep in mind when buying an Ocamora wooden toy, and that is that it comes directly from a tree, and the trees have veins and knots, it is natural and we love it, they are special, perfect, as they grow in Nature, and also, if you are lucky enough to find one in your toy box you will have a unique piece! 

OYOY

OYOY

More than just a design brand, OYOY is for modern families in the search of re-calling childhood memories and creating new ones. OYOY's collections are rooted in the Danish tradition of simplicity. With a playful yet straight forward aesthetic approach to design accompanying everyday family life.

OYOY has something for everyone and every room in the house. 
Paola Reina Gordis

Paola Reina Gordis

Gordis dolls are entirely handcrafted in Spain using only the finest European materials, designed with the heart and made with love and are great children’s gifts. Paola Reina’s dedication to high-quality dolls can be seen in each doll’s angelic hand-painted facial features, eloquent sparkling eyes, lush hair and eyelashes. The high-quality phthalate-free vinyl dolls are soft to the touch, yet durable allowing the dolls to withstand all the love and adoration given to them. Paola Reina creates dolls that every child can identify with, regardless of gender, race and culture. Paola Reina dolls are the cherished companions of children around the world, with their unparalleled quality also making them trusted by parents and the perfect addition to any doll collection.

All Paola Reina dolls have are lightly vanilla scented. The doll’s arms, head and legs turn, and the dolls can be placed in standing or sitting positions.

Papoose

Papoose

Working with talented artisans, Papoose Toys creates felt toys, decorations, and educational resources using only natural materials such as wool, cotton, and wood. The wool products are made under fair trade conditions.

All this hard work and expertise allows us to bring you safe and wholesome products designed for a safe and happy play experience.

Renske Carbone, the founder of Papoose Toys, draws on lifelong passions for textiles, craft, and travel to create these unique and original products. 

The toys are from wonderful Nepalese families who make these functional and beautiful products. From role play with food and puppets to counting and reading, children of all ages will learn, grow, and imagine. From thousands of miles away, it is always comforting to discover that children may be of different and diverse cultures but all seem to play the same way.

Play Silkies

Play Silkies

More than just a cape, a play scene or a game, Play Silkies benefit the growth of the whole child through the development of cognitive ability, motor skills and family relationships. Children are naturally drawn to Play Silkies because of their bright colours and sensory qualities. Through play they are able to ignite their imagination, creativity and curiosity, which in turn leads to endless play opportunities. We hope when playing with Play Silkies you will create lasting memories for your family and foster special bonds through play.

Designed in Melbourne, Australia and made from the highest quality, 8mm (momme) A-grade Habotai Silk.

Each Play Silkie measures approximately 90cm x 90cm making them perfect for a range of play including dressing up, cubbies and peek-a-boo. 

These silkies are made to be strong, soft and silky to allow for years of imaginative play. 

Playful Wood

Playful Wood

Playful Wood started their toy production in 2009 with owner and creator Pavel Chvatal. Even as a child, Pavel had a passion for working with wood and was blessed with a natural ability and skill set that is evident in all of his handmade creations. Each toy is designed, created and tested by Pavel himself which is a very involved and intricate process. As with most artists and creators, he is a perfectionist which is why only a small portion of his ideas make it into final production.
The quality, precision and passion is showcased in each and every one of the toys from the Playful Wood range. To ensure the quality of the materials, Pavel only sources timber from local, FSC certified suppliers and only uses natural treatment methods and finishes.
Pavel works closely with people with special needs and also employs a small group that helps him with the colouring and painting of his beautiful and unique range of wooden puzzles.
All of the toys in the Playful Wood range are made using Eco- friendly, sustainable materials and non toxic paints and finishes which has been a core focus of the company since the beginning.