Nicole from webshop Toys & Tools

Sometimes the most beautiful initiatives arise from a simple, yet powerful insight. For Nicole, founder of webshop Toys & Tools, it all started with a pair of Miffy stacking cups. While volunteering at De Wielewaal Foundation - where she supervised vacations for children and young adults with disabilities - she saw how teenagers played with these toys. "I thought: this should be more fun, more appropriate too. Toys that really connect with their world of experience and level of development."

From civil servant to entrepreneur

Nicole worked in digital services in government, but had long felt her heart was elsewhere. So in 2010 she started setting up a webshop, initially alongside her salaried job. Two years later, with the birth of her daughter, she decided to throw herself fully into Toys & Tools. "I'm not a civil servant at heart. I wanted to do something that matters, that I can really make an impact with."

What began as a one-man business has now grown into a small, committed team. Her husband takes care of the technical side and even developed an app to manage the warehouse inventory. In addition, two permanent employees help with the daily operations of the webshop.

Toys that contribute to development and fun

In the beginning, Nicole focused mainly on toys for children with disabilities. But now the assortment has become much broader. The webshop now also offers snoozing materials and tools for stimulus processing - popular with children, teenagers and adults alike. Think weighted soft toys, fidget toys or the now very popular bubble tube with fish - a visually soothing product that helps with relaxation and sensory stimulation.

Popular product: bubble tube with fish - €139.99

"The most important thing for me is that our materials contribute to fun and development - regardless of a child's developmental level. They must be durable, preferably indestructible, and invite play together. Inclusion is not a buzzword for us, but a starting point."

The search for appropriate toys

Finding appropriate toys for children with disabilities is often a challenge for parents and caregivers. Nicole understands that quest all too well. "A child with a physical disability may be motor at the level of a two-year-old, while cognitively functioning like an eight-year-old. Then you look for toys that fit the experience of an older child, but are motorically feasible."

Thanks to her experience and direct customer contact, Nicole knows better and better what to look for. For example, she prefers foam blocks to wooden blocks for children with reduced muscle strength, and she looks for puzzles with easy-to-handle pieces. She also regularly attends fairs where parents and children can test and experience what works.

De-stimulation: how does it work?

An important part of the assortment is aimed at de-stimulation - something that is increasingly in demand. Nicole explains: "De-stimulation means letting your nervous system come to rest. This can be done through deep pressure, such as with an aggravation blanket or hug, but also by chewing or aimlessly fidgeting with a fidget toy, for example. This way you calm your brain and you can concentrate better again."

Growing with feedback

Customer reviews are a valuable source of information for Nicole. "It's nice to read what people appreciate - whether that's our fast delivery, or the careful way we pack. Of course I always try to respond quickly, although I have to be honest and say that's not quite in my system yet."

What makes her most happy? "When a child, parent or supervisor suddenly discovers that a product does work, when they hadn't expected it to. Those are truly the happy moments."

Entrepreneurship with heart and vision

Although Nicole had no major setbacks when she started her business, it was mainly a lot of figuring out by herself. "How do you set up a webshop? Where do you buy? How do you reach your customers? It was all new." Today, Toys & Tools is well found through Google, SEO and word of mouth. Nicole also regularly attends trade shows and information markets.

Tips for starting online retailers

Nicole has a clear message for other (starting) entrepreneurs:
"Believe in yourself, your products and your mission. Don't be discouraged by negative reactions, celebrate your successes - no matter how small - and outsource what you don't like or are not good at yourself."

More than just for kids

Although the webshop is much focused on children, Nicole emphasizes that the products are also suitable for teenagers and adults with disabilities. Think of people with dementia or a non-congenital brain disorder. "We are there for everyone who benefits from play, rest and sensory materials."

Curious about this online store? Then take a quick look: www.toysandtools.nl