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Our Story


ToyLab LLC is a US-based company created with the goal of adapting a very successful Japanese brand, Toyroyal, and its top-quality products acclaimed by children and parents in Asia for the American market. We specialize in infant products and educational toys dedicated to all little explorers who are curious about the world.

What are ToyLab’s values?

  • We are a family-run company focused on the engaged play between parents and their children. Our mission is to enrich their special bond by playful learning.
  • Our products are developed to meet: (A) Establish Comfort & Security, (B) Discover the World, (C) Facilitate Cognitive Development and (D) Encourage Social Interaction. Therefore, our infant and toddler toys help boost the behavioral development journey.
  • We care enormously about the safety and quality of our products. We always use the best, safe, top-quality components which are BPA, Phthalate and Lead-free. We double check every element of our products before they are shipped to stores. All of our products are tested and certified in multiple major markets and conform to CPSIA, ASTM and Japan ST Mark.
  • We truly value long-term relationships with our customers. Our products were developed by listening to loving parents’ honest feedback so we can improve them every day. 

Toyroyal is a world-renowned toy brand from Tokyo, Japan for over 100 years. We design infant and baby toys of the best quality throughout different stages between newborn to 3-year-old. In every important stage, Toyroyal is proud to present toys to explore and grow with your babies.

Designed in Japan

All of Toyroyal products were designed with the well-known Japanese superb artisan spirit. The premium quality was demonstrated through incredible attention to details and precise molding process. Parents in Asia have trusted us for more than 100 years to provide safe and best quality toys for their children and it is reflected in 200,000 units sold per year solely among Shanghai and Beijing. The Japanese artisan spirit is committed to guarantee optimal satisfaction for each and every growing family.