NoToys was thought up by Diane and Joachim in 2011. When they had their own children, they saw their house got filled up with toys and other children’s products. Having a background in architecture and design, they sought after toys which children actual play with and at the same time matched their personal style and taste. But it wasn’t so easy, in fact hard to find, so they decided to produce it themselves.
A lot has changed since then. We no longer work from home and it is no longer just the two of us. Ching, Judith and Chris have joined us in our Amsterdam studio and the collection continues to grow.
NoToys invents, designs, develops and produces all products in their studio. The five of us think up ideas and make designs. Then each of us has his/her own specialty in designing and developing the products. (Judith and Ching also make really great movies and stop motions which you can watch on our video page).