Cover One of the brands carried by A Better Toy Store is Djeco, a series of art-focused toys from France
One of the brands carried by A Better Toy Store is Djeco, a series of art-focused toys from France
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Child’s play is taken seriously by this local boutique, which carries high quality toys from around the world
When used on adults, the phrase ”child’s play” describes tasks that are simple. For children, however, the actual act of play is anything but. As the famous saying tells us, play is a child’s work; it is crucial to their development in every aspect, whether physical, cognitive, or emotional.
Little wonder then, that play is taken seriously at The Better Toy Store. Founded nearly 20 years ago in 2004 by Susan Tay, the store has become synonymous with quality. Here, only the best is considered good enough, and that means meeting the boutique’s four guiding tenets of play value, design, quality, and minimal impact on the environment.
When it comes to play value, the best performers are open-ended toys, because they grow and change with the child’s ability and interest. In design, interesting colours, textures, and forms appeal to the child’s innate sense of beauty. Toys must meet or even exceed current international safety standards, namely the European EN71 and the American ASTM. Natural materials such as wood and cotton, as well as non-toxic finishes and water-based paints are preferred. Finally, play must be sustainable; wooden toys are preferred over plastic ones, and must be made from ethically sourced timber.
A little more than 20 brands have passed muster to occupy the shelves at The Better Toy Store. Here’s a round-up of just five of them.
1. Aquaplay
Above Aquaplay teaches the physics of water to kids as young as three in a fun and engaging manner
Aquaplay teaches the physics of water to kids as young as three in a fun and engaging manner
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The only limit is your own imagination–this phrase rings true for Aquaplay, the original award-winning water play system that allows for infinite creativity and learning. Made in Sweden from non-toxic, recyclable phthalate-free plastic, the various canal parts and sets are designed to be endlessly combined into increasingly complex canal systems, all thanks to the unique rubber seal joints.
This scalable modular toy introduces the physics of water to children as young as three years old in a fun and engaging manner. Turn the paddlewheel to create a current in the water and observe that the boats start moving; turn the wheel in the opposite direction, and the boats change their direction of movement, too. Manipulate a water lock to change the water level, or create a shallower section closer to land with a slipway–the possibilities are endless with Aquaplay.
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2. Big Spielwarenfabrik
Above Big Bobby Cars brings German engineering into children's rides
Big Bobby Cars brings German engineering into children's rides
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When it comes to quality cars, us adults look to the Germans. So too, should we when buying a ride for our children. Cue the Big Spielwarenfabrik, or Big Bobby Car, the award-winning children’s ride-on that has been made in Germany since 1972. To date, more than 19 million Bobby Cars have been sold.
These vehicles carry all the hallmarks of German engineering. Ergonomically designed to encourage good posture while riding, they do not contribute to aches and pains with extended periods of play. There’s even a recess built in so taller children can rest their knees. Colour-fast and UV-stable, the Big Bobby Cars are designed to withstand rough play outdoors for years without the plastic disintegrating.
There are even real car parts involved to provide a ride experience and safety standard no other toy cars can give. All Big Bobby Cars boast the Ackermann Steering System which is used in actual cars, and the Fulda Bobby Car has tyres by Fulda, the renowned tyre brand.
3. Djeco
Above Djeco toys expose kids to different artistic styles and techniques
Djeco toys expose kids to different artistic styles and techniques
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The rule in museums is always never to touch the art, but with Djeco, the child will have museum-worthy art they can not only touch, but play with.
Hailing from France, the brand is known for whimsically designed puzzles, craft kits, and décor pieces that aim to awaken artistic interest in the little ones. So beautiful are its toys that some of its early creations have been immortalised in renowned museums such Louvre, Tate Modern, and the international Museum of Children’s Art in Norway.
Given the artistic input involved in Djeco’s toys, its popularity with the museums is no surprise. Many of its products are designed in collaboration with artists from around the world, who bring their unique styles and artistic techniques to the toys they help create. Names include French illustrator, Elodie Nouhen, Taiwanese artist Cihchi Huang and French photographer Elene Usdin.
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4. Plantoys
Above Plantoys main distinguishing feature is the quality wood it uses
Plantoys main distinguishing feature is the quality wood it uses
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Plantoys may be first and foremost a toy manufacturer, but it is also all about wood. The brand is probably best known for being the first company in the world to manufacture toys using preservative-free rubberwood, and continues the practice to this day.
To ensure that the wood is free from all impurities, no fertiliser is added to the soil three years prior to the tree being felled. The wood is strengthened with a chemical-free kiln-drying process, assembled with a certified E-zero formaldehyde-free glue, and coloured with non-toxic, water-based, organic dyes.
The brand has even created its own wood, which it named Planwood. Sawdust and waste wood produced during the toy manufacturing process are moulded and compressed at high pressures to form a composite wood that is harder than rubberwood. Pieces with colour have organic colourants added during the compression process, resulting in a water-resistant, dishwasher-safe product that is friendly to kids, the environment, and busy parents.
5. Steiff
Above Every Steiff teddy is carefully crafted with soft plush material that is gentle on young skins
Every Steiff teddy is carefully crafted with soft plush material that is gentle on young skins
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Steiff may be one of the world’s most well-regarded teddy bear maker today, but its story truly began with a pincushion shaped like an elephant.
Born plagued by polio in 1847, Steiff’s founder Margarete Steiff was a resilient woman who rose against all odds to master sewing despite her paralysis and restricted use of her right hand. She opened her own store selling fashionable felt underskirts in 1877, but it was the elephant pincushions she made as gifts for family and friends that became popular. Instead of using them for their intended purpose, receivers preferred the cuddly pincushions as toys. Very soon, Steiff’s production of these toys were outpacing her production of skirts.
In 1889, Steiff moved into a purpose-built factory, and the rest is history. By the time of her death 1907, her eponymous company was producing almost two million plush toys a year.
Today, Steiff is a premium name in teddy bears. Besides its standard creations, which all conform with the requirements of the CE Mark and EN71, its premium Limited Edition and Classic Collection bears are veritable works of art. Made with luxurious materials such as woven fur and mohair, they are teddies that even adults would love to own.
The Better Toy Store | 290 Orchard Road, #05-12/13/14/15/16 Paragon, Singapore 238859 | +65 6235 0260
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