Tollers Toys Launches Sustainable Play Revolution

A Cheshire father has launched a new eco-friendly toy website designed to tackle plastic waste and encourage longer-lasting play, as millions of toys continue to be thrown away across the UK every year.

Tollers Toys was founded by Simon Childs, a dad of three from Cheshire, who says he became increasingly frustrated with the amount of plastic toys entering family homes only to lose their appeal within weeks.

Industry estimates suggest around 8.5 million new toys are discarded in the UK every year, while research indicates that as many as 80 to 85% of toys eventually end up as waste due to mixed materials and limited recycling options.

Simon said the idea behind Tollers Toys came from wanting to create an easier way for parents to find products that are designed to last rather than quickly being replaced.

“The world does not need more toys, it needs better ones,” Simon said.

“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.”

Rather than manufacturing its own products, Tollers Toys curates a collection of toys that meet its sustainability and durability standards. The company says all products must avoid screens and batteries, use sustainable materials where possible, come in recyclable packaging and meet UKCA and CE safety standards.

The business also prioritises suppliers based in the UK and Europe, alongside brands that use certified materials including FSC-certified wood, cork, natural rubber and organic fabrics.

Among the products proving popular with families is the Vintage Doctor Roleplay Wooden Kit, a children’s playset featuring a traditional fabric doctor’s bag and wooden accessories designed to encourage imaginative roleplay. Other products include cork building blocks and wooden activity toys aimed at younger children.

Simon said durability is one of the biggest factors when selecting products for the website.

“All of our toys are selected for durability, ethical production and long-term use,” he said. “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 company’s name comes from a family rocking horse called Tollers, which has been passed through four generations of Simon’s family and used by more than 30 children over the years.

“Over thirty little ones have ridden him, painted him, had him mended, and inevitably squabbled over whose turn it was next,” Simon said. “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 Toys is now live online, with plans to expand its product collection further over the coming months.

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