Fewer toys, better play

"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… "

"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!"

"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."