When Victoria launched 4 Kids Toys in 2020, she had just begun home educating her three young children while pregnant with her fourth. Living in Dubai at the time, she found herself diving deep into alternative education styles and curriculums -like so many of us, beginning her journey through Instagram and social media, drawn into the visual diaries of home educators across the world.
One thing that quickly stood out to her was the investment many families made in good quality educational materials -books, art supplies, maths manipulatives, and toys that encouraged open-ended play. But sourcing those same kinds of materials in the UAE proved to be a challenge.
“There was such a noticeable gap,” Victoria shared. “At the time, only a handful of retailers stocked wooden toys. Most people either brought them over in their luggage when visiting home or paid hefty shipping fees to import them from Europe or the States.”
That gap is what sparked the beginnings of 4 Kids Toys.
Starting small, Victoria first experimented with handmade novelty-shaped crayons -something no one else in the UAE was offering at the time. But as friends and followers began asking about the wooden toys in her home, she began sourcing high-quality educational products to add to her offering: stacking rainbows, tracing boards, and loose parts sets followed not long after.
Thanks to a relatively small but connected market, word of mouth and social media helped 4 Kids Toys grow. The business quickly earned the trust of local nurseries and schools, many of whom became loyal, returning customers.
As sustainability began to take centre stage in the UAE’s national agenda, Victoria noticed a cultural shift too. “Parents were starting to question the toys they were buying. More people were moving away from plastic and seeking better-made, long-lasting alternatives. That’s when the brand really began to grow steadily,” she explained.
A Commitment to Quality and Play
At the heart of 4 Kids Toys is a simple but powerful philosophy: to provide well-crafted, sustainable toys that can be passed down -between siblings, across classrooms, or through generations.
Every product is tested at home with her own children, and curated with both play value and durability in mind. “I want the toys I stock to entertain a range of ages, from babies to older children. But they also need to be safe, long-lasting and beautiful.”
Victoria is particularly passionate about supporting fellow small businesses, and wherever possible, sources from independent makers and lesser-known brands. “Sometimes I’ll choose a toy that feels meaningful or deeply educational, and it won’t sell at all. I’ve learned to evaluate and refine the collection regularly -it’s all part of the process.”
Starting Over in the UK
In 2023, Victoria and her family moved back to the UK, bringing the business with them. “It felt like launching all over again,” she said. “Building brand awareness from scratch, and trying to communicate the same values in a new market -it’s been a journey.”
She’s candid about the realities of small business life. “There’s no magic formula. Sometimes choosing what to stock feels like shooting in the dark. I really value when customers message me to say what they’re looking for. I just wish more people did!”
4 Kids Toys is still entirely self-funded, and run single-handedly by Victoria. She wears all the hats: admin, warehouse, social media, customer service -and she’s still home educating her children full-time. “They’re involved as much as possible. It’s a real family effort.”
She also shared how personal it feels when things go wrong. “I don’t have Amazon-style delivery or policies. When a customer has a problem, I feel it so deeply. I always try to make things right -it matters to me.”
On Play, Trends, and Sustainability
For Victoria, play is a serious business. She speaks passionately about the rise of open-ended toys -those with no fixed purpose, that invite creativity and imagination. Wooden blocks, magnetic tiles, play silks and dough are just a few examples.
“One of our most popular products is a large set of wooden loose parts in different shapes and colours,” she said. “The way children use them is incredible. They build worlds, use them as food, treasure, maths counters, you name it. It’s a real window into their imaginations.”
She also notes an interesting shift in consumer behaviour. “More parents are turning to platforms like Vinted or eBay to find second-hand wooden toys. Once they make that switch, it seems they start making more conscious decisions -choosing fewer, better-quality items.”
A growing trend she hopes will continue is the development of toys for older children. “There’s this idea that teens don’t want to play, but I don’t think that’s true. I’d love to see more thoughtful, open-ended toys created with older kids in mind.”
And while Victoria is an advocate for wooden toys, she’s honest about their limitations. “People sometimes think they’re indestructible, but they’re not. They need care and respect. I do my best to help customers when something breaks, but the reality is that as a small business, I simply can’t absorb the cost of replacements in the same way big retailers can.”
What’s Next for 4 Kids Toys?
Victoria is excited about the upcoming launch of Toyto Toys, a European brand created by Raduga Grez, which she believes she will be the first to stock in the UK.
She’s also actively working on expanding her collection to better reflect the diversity of her customer base. “One parent recently told me how meaningful it was for their child to see themselves represented in their toy. That really struck me. I’m on the lookout for more toys that carry that personal, inclusive touch.”
And finally, her advice to fellow parents? “Less is more. When children have too many toys, it can be overwhelming. Keep it simple, rotate what you have, and focus on a few well-loved pieces. That’s where the real magic happens.”
You can learn more about Victoria and the beautiful business that she has built here.
