Time for toys...

Choosing a great toy for a child that both children and parents will love equally is no easy Job. In steps fantastic on-line toy shop Toyella. They first came on our radar in July when we both won a Junior Design Award. Their toys are built to last and will be appreciated for generations to come. No gimmicks or fads, just beautifully designed toys sourced from around the world. We spoke to their 'Head Honcho', Carl Shaw to find out a little more (that's him below with his son Ollie).

They're also offering ilovegorgeous subscribers 10% off everything until 19th Dec with code LOVE10.

Christmas is a time for toys - what were your favourite toys as a child?

I have distinct memories of toys like Kerplunk and Mousetrap in the 70s. The latter, in particular, seemed so exciting at the time when (for those who can remember) there was great anticipation as to whether the trap run would actually work! These were fantastic 'social' games and still stand the test of time.
 

What are your children's favourites from the Toyella collection and why?

The American Kid-o range are very stylish modern classic toys and there's not one line I don't like. In particular the Opera Theatre game (right) which has lots of educational benefits yet still remains a stylish fun game. I love the fact the makers took a risk on an Opera themed toy.

German toys makers feature heavily on Toyella as they successfully combine style, quality and intelligence...rather like their cars. The SIBISs Max Toddler ride-on car (bottom) typifies the German approach to toys.
 
What inspires you when creating new toys? 

We start from the outside in. Any toy making Toyella's collection must...have great packaging and look like a gift; be stylish and different from what you would normally see on the high street; have a social or educational aspect designed in; enhance a household rather than feel like clutter; and have longevity and environmental benefits.

We have a saying when we select products. "Do we like it, or do we LOVE it?' Likes don't get in.
 

What toys would you recommend as Christmas gifts for little girls and why?

The a-fore mentioned Opera house would be loved for girls 4 to 8 years. For 1 year olds there's still time to buy the amazing (British made) Spherovelo ride-on. Also the beautiful Mozartkugel music ball (right) is a heirloom gift for this age range.

Our double sided Dutch flip dolls (above) are great imaginative play toys that appeal to all ages. These can be walked in the Danish Moover dolls pram which is a true modern classic.

And to get them off the computer nothing beats the Magnatab Freeplay...we call it the Nintendo DS killer...traditional play beating byte power.

What's your favourite thing about Christmas?

When you sell toys you think about Christmas from about February! This year we'll finally clock off (exhausted) on the 21st December when I start to think about my own Christmas shopping. This year Christmas day is just going to be myself, my wife Clare and our three young children and I'm really looking forward to just the five of us enjoying the day and thinking about our own Christmas. Of course, when the children open their toy gifts it's going to be hard not to be analysing each product!
 

What new toys are you excited about launching next year?

The exciting thing is we don't know yet. We travel to Nuremburg Toy Fair each February. Very few English toy retailers do. It's huge and each year we know we'll find beautiful world toys from independent toy makers who are desperate to find a channel into the UK market. Toyella prides itself in providing these great designers a first foothold over here. I'm hoping to find more nice outdoor toys as I feel there's going to be a revolution of parents wanting their children to spend more time outside with their peers indulging in what children do best...fueling their imagination and expending energy.