We started Tovi & Co in a living room covered in too many plastic toys.

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We're a small UK-based family business with one simple belief: the best toys are the ones that get out of the way and let children lead.

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When our daughter Sofi was born, we — like most new parents — tried to do everything right. We read the books, followed the advice, and ordered what seemed like half the internet in brightly coloured plastic.

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By the time she was one, our living room looked like a toy shop had exploded. And yet, her favourite things to play with were a wooden spoon, an empty cardboard box, and a set of simple rings she could stack and unstack for what felt like hours.

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That's when it clicked. Children don't need more — they need better. Toys with weight and texture. Toys that do exactly as much as your child imagines, and nothing more. Toys that grow with them.

We started discovering Montessori philosophy, and everything made sense. A wooden block isn't just a wooden block — it's an invitation to explore gravity, balance, pattern, and cause and effect. A simple rattle isn't just noise — it's your baby's first experience of "I did that."

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Tovi & Co was born from that realisation. Every toy we stock has been chosen because it passed our own test: would we give this to Sofi? Is it safe? Is it beautiful? Does it actually support how children learn?

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We're not a big corporation, and we don't want to be. We're parents who care deeply about what ends up in children's hands — and we hope you'll feel that in every order you receive.

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🌿 Natural materials

Wood, cotton, silicone. Nothing we wouldn't be happy for a baby to put in their mouth.

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✦Montessori-aligned

Every toy we carry supports independence, curiosity and child-led learning.

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♻Made to last

We choose quality over quantity. Toys that survive a second child, a third hand-me-down.

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"When you buy from Tovi & Co, you're not just buying a toy. You're choosing a moment — a morning on the kitchen floor, a rainy afternoon, a first discovery. We're grateful to be part of it."

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— The Tovi & Co family