Family business is child’s play for toy firm couple
A new toy-making business didn’t have to look far for product development advice.
Andrew and Kate Slee – who together run specialist toy firm The Heart of Imagination – have their five-yearold son Jack acting as chief product tester at the Sunderland-based business.
The couple launched the firm to bring to market sensory, sustainable toys that help improve children’s learning and make education more enjoyable.
Kate, who worked in early years education for 14 years, saw a need for natural wooden toys that help children develop and can be produced sustainably.
After pitching the idea to Andrew, who has a real passion for woodwork and experience of making toys, the duo launched the business from their garden shed a year ago and have since gone on to sell hundreds of products and move into a dedicated workshop at the city’s North East Business and Innovation Centre (BIC).
Kate said: “After working in the early years sector I have a passion for children’s learning and development and was so eager to put all my knowledge and experience towards my little one’s development and upbringing.
“So, after great discussion and having the opportunity to achieve our dream of starting a family run business that supports children’s curiosity, imagination and development, we approached the team at the BIC and our little business was born.
“From starting with the bare minimum, we were absolutely delighted by
the support from the BIC. The courses and support were great.”
Jack has been testing the couple’s toys from the beginning – along with the opinions of children at the nursery where Kate worked.
She added: “Once they’ve received the approval of Jack, I work with him to carefully package the toys up and send them out to our clients.
"It’s a real family affair and we’re delighted with how our customers
have responded to the products so far.”
Donna Surtees, centre manager at the BIC, said: “It’s been fantastic working with Andrew and Kate and see them grow their business. We wish them all the best for the future.”