In Search of Better Developmental Toys, This Gorakhpur Mother Launched a Kids’ Toy Brand
When a Gorakhpur-based researcher Ritika Rajpoot became a mother, she struggled to find toys that could foster her daughter’s creativity and boost her memory.
“First of all, the toys available in India are laden with chemicals. They are not good for kids’ health. Moreover, these toys available in the market don’t contribute to children’s overall development,” said Ritika Rajpoot.
A Quality Council of India (QCI) survey found that nearly 67% of imported toys failed safety tests, with only 33.10% passing all criteria. Conducted in Delhi and NCR markets, the survey tested 121 toy varieties in NABL accredited labs per Indian standards.
The results revealed significant safety concerns: 30% of plastic toys did not meet safety standards for phthalates and heavy metals, 80% failed mechanical and physical safety tests, 45% of soft toys exceeded phthalate limits, and 75% of electric toys failed mechanical tests.
Most toys, 85%, are imported from China, followed by Sri Lanka, Malaysia, Germany, Hong Kong, and the USA. These harmful chemicals can damage children’s skin and may even cause cancer.
“As a researcher, we wear gloves while dealing with these chemicals, but here we are giving these chemical-laden toys to our kids. I was sure that I wouldn’t be giving these harmful toys to my daughter,” said Ritika, who holds a PhD in agriculture and was researching at a university in Bangalore under the National Postdoctoral Fellowship before the COVID-19 pandemic.
Determined to provide safe and developmental toys for her daughter, Ritika discovered many foreign markets, like Germany, offered wooden toys that foster creativity and boost memory.
During the COVID-19 pandemic, Ritika and her husband moved back to their native place, Gorakhpur, Uttar Pradesh.
In Gorakhpur, where carpenters are easily available, Ritika approached one and requested they make teethers and building blocks for her daughter. Being creatively inclined since childhood, Ritika assisted the carpenter in designing the products.
The results were remarkable. “While my daughter was happy to play with those wooden toys, my relatives who had kids began to ask for such toys. I realized that, like me, many parents must want creative toys for their kids,” said Ritika.
Thus, Moon Toys was born in 2022.
What is Moon Toys?
Moon Toys products are 100% natural and eco-friendly. These open-ended toys stimulate a child’s creativity, imagination, and curiosity, offering multiple ways to play and inspiring a wide range of imaginative activities.
Moon Toys uniquely blends real-world elements with imaginative play, fostering hours of engagement that promote healthy brain development and reduce screen time, helping children reconnect with nature.
Growth of the brand
Initially, Ritika launched a few teethers and building blocks and showcased them at a local shop. The response was phenomenal.
After some time, when the co-founder of Moon Toys was convinced by the sales response, Ritika built her own website and listed products on Amazon and Flipkart.
What started as two products has now expanded into 500 toys, including teethers, blocks, stackers, figurines, cake toys, push-along toys, and sensory toys. All the toys are handmade and non-toxic.
The toys are made from high-quality German, American, and imported wood.
The prices of the wooden toys are also cost-effective compared to similar toys available in foreign markets. India does not have any brand selling similar toys.
They are priced between Rs. 199 and Rs. 2000. “The toys that are available for Rs. 5000 in foreign countries, we are selling at Rs. 1500. That’s the difference without compromising on quality,” Ritika said.
So far, Moon Toys has sold about 1000 wooden toys across India and a few in foreign countries like Germany. The brand also receives orders from parents of autistic kids.
Most orders come from big cities like Delhi, Mumbai, Bangalore, and Gujarat. “Parents from these cities know the value of toys and can afford them at the same time,” said Ritika.
Impact of Moon Toys
Because of the wooden toys, Ritika noticed a difference. Her daughter learned the English alphabet without much effort from her parents. She even learned to write on her own. Moreover, she is patient and not hyperactive like other kids who spend most of their time on mobile phones and watching TV.
“That’s the power of the right toys in the lives of kids. They deserve to have toys that can foster creativity and develop them holistically. My toys are a perfect example of that,” said Ritika.
A year ago, her husband joined the business as a co-founder. She has 10 carpenters who work on daily wages and earn better than anywhere else.
The vision and purpose
Ritika’s purpose is not to make billions of dollars from her business but rather to help every parent give their kids a holistic developmental upbringing with her non-toxic and developmental toys. While building Moon Toys, Ritika received lucrative offers from two places: a postdoc offer from the US and an assistant professor position. But she refused because she believes she has a bigger purpose in life now.