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  • Fewer toys, better play

    Feeling overwhelmed by too much stuff? Read our free guide on how to get more play from fewer toys.

Welcome To 100 Toys

Discover the power of play for the under 5s. Watch your child become a creative self-starter and learn how to offer just the right experience to guide their learning. All with fewer, if any toys. 

Read our manifesto

The 100 Toys Method

  • 1


    Our introductory guide will help you declutter and get back to basics. 

    Get the free guide
  • 2


    Understand how children learn and the key changes they go through.

    The Age Guide
  • 3


    Introduce open-ended activities that encourage independent play.

    Independent Play

How old is your child?

Select your child's age to view our age specific toys, activities and advice.

What parents
have to say…

  • "What a great idea for a toy shop. Good quality products sourced from all over, but twinned with play philosophy and, weirdly (but it works) an anti-consumer ethos… "

    Kristin I.
  • "The 100 toys list, and all that it offers parents in navigating the massive toy market, is wonderful; and the ethos of keeping things simple and even sometimes making rather than buying toys and resources is what makes 100 toys my preferred online toy shop. Their focus is not about maximising sales or manipulative marketing to children and/or parents. Refreshingly, their focus is about respecting play and the reality of what truly enhances this. It is obviously a labour of love so thank you for this lovely resource and fair prices on the toys you sell. I will continue to be a customer!"

    Anna R.
  • "Thank you for giving me the confidence to move away from plastic and the more obvious toys to things which undoubtedly give more quality entertainment and enhance my child's imaginative play!"

  • "Just wanted to send you a huge thank you. I subscribed to your [fewer, better] toys email.. got all my daughter's toys down and only put back the ones she absolutely loves. I've never seen her so happy. I've hardly seen her all day as she has been playing with toys that she not seen for ages as they've been hidden in boxes or cupboards. Thanks to your email its going to be a fantastic school half term. I never gave it much thought that she had too much choice."


Are you a radical?

If you're a radical like us, you sometimes think about doing things completely differently. 100 Toys has always been about the learning that happens away from toys and planned activities.

We've developed a low waste, zero toys road map for those seeking a greener life

About 100 Toys

100 Toys is a place where you can learn about your child's development, and discover toys and free activities to help them along. With years of teaching experience, and using a framework backed by science, our mission is to help you understand how your child grows, what they need at each step of the way, and how to gently steer their path to ensure they enjoy the journey.

Read our manifesto

Play with Purpose

Come and meet us in our online community, a place where we share ideas about purposeful play. There are no worksheets or formal activities, just friendship and inspiration

Join us

New to 100 Toys? Sign up and we'll send you our newsletter and the first guide where we explain our method. It's free! 

Share your success with us #fewerbettertoys