Tollers is a curated online toy shop stocking sustainable, ethically made toys for children aged 0 to 5. Founded by a dad of three, the brand exists because finding toys worth buying should not be this hard.
Every product on the site is handpicked against a strict framework. No screens, no batteries. FSC-certified wood, cork, natural rubber, organic fabrics, and recycled materials. Built to last, designed to be passed down, and compliant with UKCA and CE safety standards. If it does not meet the framework, it does not make the cut.
Tollers sits in a clear gap in the market. Large toy retailers treat sustainability as an afterthought. Small artisan makers lack the ecommerce reach to connect with parents at scale. Tollers does both: a genuine, founder-led commitment to ethical sourcing, with a site that makes it easy to find, buy, and gift the right toy.
The brand is named after a 90-year-old rocking horse, loved by more than 30 children across four generations of the same family. That is the standard every toy on the site is held to.
Who buys from Tollers
The Tollers customer is a UK parent or family member who cares about what they buy. They research before purchasing, check materials and certifications, and are willing to spend more on something that lasts. They are frustrated by cheap, disposable toys and are actively looking for a brand they can trust.
Three core audiences convert well:
- Conscious parents aged 25 to 40, buying for children aged 0 to 5
- Gifters including grandparents, aunts, uncles, and family friends spending £20 to £60 on a gift they can feel good about
- Eco-conscious families who shop small, reduce plastic, and check credentials before buying
Programme details
- 9% commission on all confirmed sales
- 30-day cookie window
- Auto validation period of 37 days
- Average order value of around £40
- No screens, no batteries product range converts well with parenting, sustainability, and eco lifestyle audiences
- Strong fit for parenting bloggers, cashback and rewards sites, and eco lifestyle content creators
- All products meet FSC, UKCA, and CE standards, giving publishers confidence in what they are promoting
tollerstoys.com
