A favourite with kids and parents alike, French toy brand Djeco is celebrating 70 years in 2024. Created in 1954 by Véronique Michel-Dalès, the heritage brand’s intelligent and educational approach to toys resulted in quick success, including many awards.

In 1989, Véronique’s son, Frédéric, took over the business, initially importing toys that did not yet exist in France. In 1993 he developed a collection of educational toys. In 2007, original craft kits revolutionised creative leisure times, and 2011 saw the arrival of Djeco’s figurines known as Arty Toys.

Since then, new collections have appeared regularly, designed with artistry that promotes drawing, design and aesthetics. Today, nestled near the Seine in Djeco’s historic workshops, a team of 70 people nurture their child-like spirits, 30 of whom work developing smart, design-led toys and games.

 

 

Over 1,600 original creations are spread across Djeco’s three catalogues to accompany children’s development as they grow: Toys and Games, Arts & Crafts, and Lifestyle.

Illustration lies at the heart of Djeco’s approach. More than 200 artists, both established and emerging, infuse their original creations with that distinctive arty touch that defines Djeco. Enchanting children while introducing them to art is what sets Djeco apart.

Djeco also integrates environmental considerations at every stage of the product lifecycle. Today, 79% of all wooden and cardboard Djeco products are FSC® certified. Packaging sizes are also optimised, and since 2021 single-use plastics both inside and outside product packaging have been eliminated.

Djeco is now a global brand distributed in over 70 countries around the world. This year’s new introductions include a larger Crazy Motors collection complete with a garage and a circuit. Plus, additions to the Pomea dolls family, complete with hair to style, Parisian clothes to wear, and numerous accessories.

For UK trade enquiries contact andrew.hinks1@btconnect.com. Alternatively, click here to visit Djeco’s website.