Our Story

Hi, I’m Jen, founder of Playdwell and mum of three. Playdwell started with one simple idea: to find better toys for my kids. Beautiful, sustainable pieces that spark imagination and actually last. After years of navigating piles of plastic toys that broke too easily and cluttered our space, I knew there had to be a better way.

Playdwell is my way of reimagining play for families like ours - modern, on-the-go, and craving more simplicity. With intention at every step, I thoughtfully curated our first collection: sustainable wooden toys that are as durable as they are beautiful.

Our Mission

We believe toys should do more than just fill up a toy box. They should inspire exploration, nurture creativity, and treasures that last long enough to be passed down. Our mission is to make high-quality, sustainable toys accessible to all families, so that wherever life takes you, play is always part of the journey.

Playdwell is more than a brand. It’s a love letter to my own kids and to families like ours who want more out of the toys they bring home. Thank you for being part of our journey. We’re so glad you’re here.

— Jen & The Playdwell Family