18 | LUXlife Magazine Best Online Children’s Toy Retailer 2024 – UK Binky is a toy retailer with a unique twist; this esteemed toy retailer, born in 2022, was established to offer customers the chance to find and purchase beautiful playable toys and gifts. With over 25 years of experience in consumer products, founder Alexis Welch has spent her career building strong relationships with some of the largest brands and retailers on a global scale. Binky’s range of toys and gifts stems from Alexis’ desire to curate a range of age and personality appropriate gifts. Ensuring that its toys are consciously sourced and of the highest quality, Binky caters for a spectrum of ages, personalities, and abilities. Alexis shares, “Our site is an independent play led toy store, established to provide a curated range of age and personality appropriate gifts from birth, unlike many toy shops we cater for children all the way up to teens, with some of our games and crafts suitable for adults also.” Providing excellence through its products, Binky is “incredibly passionate about children’s wellbeing and happiness. Play is a massive part of supporting children’s development, especially if they are going through a tough time. Play can transport kids to their imaginations, help them develop and learn skills and coping strategies if they are having a bad time. Building a relationship with children’s charities that have children’s happiness at its core and the that supports children in play was incredibly important to us.” “Many people ask what a binky is; a Binky is a hop and a skip of sheer joy, a click of the heels when you’re so happy you could burst! This is what we hope to bring kids when opening a gift selected from our range.” With support as its core value, Binky prioritises delivering a seamless experience to its customers. Alexis enthuses, “we have spent a lot of time to ensure that the site is incredibly easy to navigate.” She is a firm believer that Binky’s careful consideration, selection, and arrangement of its toys is just one of the company’s USPs – and we wholeheartedly agree. Its dedication to quality is demonstrated throughout everything the company does, especially as Binky sources handmade toys from artisan toy makers from around the world. From Spain to Japan, Denmark to the UK, Binky’s offerings come from the best of the best – without costing the earth. Alexis elaborates, “We hope to make meaningful contributions to children’s lives, therefore we actively support children’s events and fundraising wherever we can. We also support the environment in all that we do, from the products we sell through to every process we follow as a business with sustainability and ethics at the heart of all that we do, because we support all children's futures, which is the core of our business.” With the promise of high quality in conjunction with its active encouragement to reuse and recycle toys – by either regifting or handing to charities – Binky is reducing waste. Alexis adds, “We are not plastic free but if a product in our range uses plastic it is there because it is the best possible material for the job. We actively consider the playability of every toy and importantly about end of use before we select any item for our range, this is why you will not find nail stickers and single use plastic toys at Binky!” Actively working with companies who give back to their communities, Binky has partnered with many organisations with ethics at their core. The retailer has also paid every order forward by supporting charities who take care of children such as Well Child, GOSH, The Toy Project, and more. Supplying gifts and supporting charity events throughout the year, Binky’s compassion never ends. Looking to the future, Alexis comments, “My vison for Binky was to create a space for parent and gift givers to buy quality toys all from manufacturers who support the environment from concept through to shelf, plus follow ethnical practices in both employment, manufacturing and shipping.” Ensuring it only works with partners who are ethical in their practices, Binky’s positive impact on the environment and our communities is rapidly increasing. With support and care at its core, the company is set to go extremely far. Although Binky is a relatively new company, it has already established itself as a major force of sustainability, inclusion, and hope within the toy industry. It’s an honour to celebrate Binky’s win of Best Online Children’s Toy Retailer 2024 – UK in The Perfect Gift Awards this year. Contact: Alexis Welch Company: Binky Ltd Web Address: www.binkyshop.co.uk Email: [email protected]
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