Play Is A Child’s Work

Play is a Child’s Work and The Better Toy Store is a child’s workshop of Award-Winning toys carefully selected for excellence in Play Value, Design, Quality and impact on Environment. Every toy we choose is evaluated for these qualities and we do not compromise because we believe our children deserve the best.


PLAY VALUE / Toys That Teach

Our numerous Award-Winning toys attest to their strong play value. A lot of the toys we choose are not only age-appropriate but are also open-ended, allowing a different facet of play as the child grows and changes in ability and interest. Toys are tools that help children learn about themselves and the world around them, and therefore, we believe it is important to invest in play things that will stand the test of time. The best toys are those with little suggestion to method or purpose of play but allow children to freely create anything that is fuelled by their imagination alone.

Less is sometimes more.

DESIGN / Toys That Inspire

We believe a child exposed to Beauty will in turn appreciate and respond to all things beautiful. Learning to appreciate Beauty is fundamental to a gentler, and kinder existence. Our toys must thus not only be educational and well-made – but also beautiful. Toys that stimulate the child’s innate sense of symmetry and aesthetics are also the ones that will most likely be picked up and played with. Captivating colours, interesting textures and pleasing form are the qualities in a toy that must first be satisfied before they can pass muster. Classic and timeless toys that have withstood the test of time are our favourites.

A thing of beauty is indeed a joy forever.

QUALITY / Toys That Are Safe

Our toys are chosen for Craftsmanship and Durability, ensuring years of Safe and Robust play. Many of them not only conform to, but exceed the stringent safety directives set by the European EN71 and US ASTM standards of safety. For Baby toys, only those tested by TŰV and certified with the GS mark are acceptable. Natural materials like wood and cotton are preferred; and paints and finishes are Non-Toxic, Water-Based and Sweat- and Saliva-Resistant.

Textiles used for baby toys are certified Őko-Tex-Standart 100, which means they satisfy many safety and environmental requirements including being heavy-metal free, having a PH-value that is sympathetic to skin, and using chlorine-free bleach. Its regulations also ban numerous harmful chemicals even if they are not yet legally regulated yet.

Many of our manufacturers also impose Zero-formaldehyde and E-Zero Glue policies, using only soy-ink for printing. Even craft materials like our play dough are gluten-free; and our finger paints are made with an embittering agent (bittergourd essence) to impart an unpleasant taste so children do not eat it.

Our toys must be safe – safe for the child and safe for the environment.


We believe children should have a right to good health, adequate education and a clean environment. And while nothing can be 100% perfect, we believe it should not be for want of trying. Wherever possible, wood is chosen over plastic. Not only are most plastics made from non-renewable petrochemicals, more and more we learn of their adverse long-term effects on human and animal health. Many are also non-biodegradable. As such, we avoid plastic toys unless its use necessitates the material (e.g. water play toys or high detail figurines). Even then, all our plastic toys must be certified phthalate-free.

In addition, our toy makers use wood from 2 main sources: One is from rubber trees that have exhausted their latex and would otherwise be cleared in mass through burning. The other is from managed forests in Europe where there is strong tradition of sustainable forestry. Many of our manufacturers work only with wood suppliers that are PEFC-certifed (Programme for the Endorsement of Forest Certification); and use alternative fuel (e.g. biomass from leftover woodchips) for their heating and electrical requirements. Packaging is kept minimal (sometimes none!) and many use recycled paper for their boxes.             

Caring for the Environment IS Caring for our Children.