A child’s play

woman @ work

In a small workshop in Lahore, two friends, Farwa and Fatima, decided to bring a bit of magic to the world of children’s toys. With a love for education and a knack for creativity, they started ‘One Earth Toys’ in 2018. “While searching for high-quality, customisable wooden toys for our nephews and nieces, we realised there was a gap in the market for such products in Pakistan. That’s when the idea was born,” the duo shared.

Farwa was looking for opportunities to bring more purposeful and long-lasting social and environmental impact. While exploring the possibilities, she realised that the wooden toys sector was one area she could explore. They were not available or could not be customised at a reasonable price in Pakistan. Fatima joined as a woodworking expert, a skill she had learnt from her mother. Since starting and running a business wasn’t easy for a single person to manage, Farwa offered Fatima the opportunity to join as a co-founder.

Their mission was simple: to make fun, eco-friendly wooden toys that kids would love and parents could trust. By combining their skills and passion, they’ve created something special - toys that aren’t just playthings, but tools for learning and growing, all while keeping sustainability a priority. They share their journey with You! as female entrepreneurs navigating a male-dominated industry and discuss the story behind their brand…

What were some of the initial challenges you faced while setting up ‘One Earth Toys’?

The early days were filled with challenges. From finding trustworthy vendors for raw materials to exploring the complexities of the cutting process, it was a steep learning curve. However, we were fortunate to receive guidance and support from mentors we met during entrepreneurship competitions and programmes. They helped us build valuable partnerships and grow our business. We also struggled with finding customers, as we didn’t have a physical shop. Participating in exhibitions like ‘Haaryali Market’ and ‘Daachi Arts and Crafts Expositions’ gave us the exposure we needed to connect with our audience and generate revenue.

Can you walk us through the process of creating your toys, from design to the final product?

It’s a hands-on process. We start by sourcing high-quality wood from various timber markets in Lahore. Once the wood is cut and shaped in our workshop, it’s sent to our talented female home workers who hand-finish each toy. After that, the toys are painted, fixed, and polished back in our workshop, ensuring every piece is made with care and precision.

Which type of wood do you use for your toys, and how do you ensure the quality of the materials you use?

Actually, we primarily use Beechwood, which is FSC certified and imported from Europe. It’s a durable, high-quality wood that’s perfect for crafting toys that can withstand the rigors of play. To ensure the safety of our toys, we use food-grade dyes, non-toxic acrylic paints, and natural varnishes.

How do you incorporate sustainability into your manufacturing processes?

Sustainability is our core focus. We reduce environmental impact by using non-plastic materials like glass jars, cloth bags, and cardboard packaging, avoiding single-use plastics whenever possible. Our durable, open-ended wooden toys are safe for kids and kind to the planet, encouraging a sustainable lifestyle. By choosing our toys, parents support eco-friendly practices and help reduce plastic waste. We believe that starting children off with eco-friendly toys can foster a lifelong sense of environmental responsibility.

How do you think the toys contributes to the educational and developmental needs of children?

Our toys are inspired by Reggio Emilia’s and Waldorf’s education philosophies, which emphasise the importance of imagination and creativity in child development. With round edges, safe paints, and a design that encourages open-ended play, our toys support children’s physical and mental development, allowing them to explore, imagine, and learn through play.

Your toys are customisable. Can you tell us more about the customisation options available and how they add value for your customers?

Customisation is one of our specialties. We offer a range of options that allow our customers to personalise toys according to their preferences. Whether it’s a specific design, colour, or size, we work closely with our clients to create toys that meet their needs. This adds a personal touch and makes the toys even more special for the children who receive them.

What are some of the most popular toys in your collection?

Our best-sellers include Dinky Cars and Small Animals, which are loved for their simplicity, affordability, and timeless appeal. These toys are designed to capture the imagination of children and provide endless hours of play. They’re also a hit with parents and grandparents, who appreciate the quality and craftsmanship that goes into each piece.

What has been the most rewarding part of your journey so far?

Seeing the smiles on children’s faces when they play with our toys and knowing that we’re making a positive impact on the environment and our community has been incredibly rewarding. It’s also fulfilling to know that we’re empowering women by providing them with opportunities to work and learn new skills.

How do you balance the demands of running a business with your personal life?

It’s all about finding the right balance and being organised. We prioritise our tasks and make sure to set aside time for our personal lives. It’s not always easy, but with a little planning and a lot of passion, we manage to make it work.

How do you support and empower other women within your community or industry?

We’re committed to creating opportunities for women, especially in areas where they are underrepresented, like woodworking. We hire and train female workers, providing them with the skills and support they need to succeed. Many of them had never worked outside their homes before joining us, and now they’re not only earning an income but also gaining confidence and independence. We also offer flexible work arrangements, allowing women to balance their work and family responsibilities.

As women entrepreneurs, what advice would you give to other women looking to start their own business?

Patience, perseverance, and a willingness to learn from experience are key. Don’t be afraid to try new things and take risks. Remember, every challenge is an opportunity to grow. Surround yourself with a supportive network and stay true to your vision. And most importantly, believe in yourself.

What are your future plans?

We’re planning to expand by exporting our toys to the Middle East and Europe, which will help us grow and hire more artisans, especially women. We’re also exploring new toys made from natural materials like cotton, wool, and leather, staying true to our commitment to sustainability. Additionally, we’re working on certifications to validate our eco-friendly practices. ‘One Earth Toys’ is more than just a business - it’s our mission to create a better future for children and the planet.