What started with a search for a really special present for my son's first birthday in 2003 has, incredibly, become probably the most ridiculously fun and rewarding job anyone could ever have, ever!

If we love a toy (really love it!) and it fits all our criteria - beautiful, sturdy, innovative, traditional with a cool design edge - then we'll add it to the collection with pride.

And not only do our toys speak for themselves, but our experience of life with very young children means that we'll go above and beyond to make life as easy as possible for you.  We've become renowned nationwide for our amazing customer service, because although our children are now towering teenagers, when we opened our store back in 2005 they were 2 and 3 years old, and the memory of what it was like to have very small children hanging off every limb while still trying to juggle life never fades!

So. You'll find a team ready to help who are handpicked for their sense of humour, total passion for toys, wonderful empathy for parents and grandparents and who really, really love children. Who understand that trying to sign a credit card receipt with a small child under your armpit, a wallet in your mouth and a toddler heading out the door is something only the insane would attempt, so we'll be there with (literally) a helping hand.

The store is stress free - come in and play at will. We'll never tut or sigh (in fact, we'll probably join in). Because ultimately the way we know our toys are fantastic is because they are played with vigorously by lots of children every day.

And shopping online is exactly how I would want it to be. Next Day Delivery as standard. Beautifully packed by the team. Easy to speak to someone in person. Lots of communication so you don't have to chase up your order. And the hour your parcel will be delivered to you texted to your phone so you don't have to wait in all day with the children climbing the walls.

We've been doing this for 11 years. And we love it. And we really, really hope that, however far away you are, you'll soon be part of our extended family.

Much Love

Dawn, Alex, Honor, Emma & Sarah