Our story

Created by two parents looking for a better way to play.

We all want what’s best for our babies. But when it comes to choosing the right educational toys for your child’s brain development, the amount of information out there is overwhelming. PlayLogy was created to take the guesswork out of play. We've done the research, so you don't have to.
Frances & Luke

Meet the parents behind PlayLogy

As first-time parents, Frances and Luke wanted to make the right choices for their baby boy, George. But when it came to finding the best brain development toys for babies, they were quickly lost in a sea of information.

Overwhelmed and wondering where to begin, the idea for PlayLogy was born. Driven by their passion for helping other new parents, the couple partnered with leading experts in child brain development. Together, they created PlayLogy. A curated collection of age-appropriate educational toys, for parents and their babies to enjoy together.

We've worked with experts in child development to curate our playtime range.

Dr. Annette Henderson

Annette is an Associate Professor in the School of Psychology at University of Auckland, where she directs the Early Learning Lab. Through her research, Annette’s goal is to understand how babies and young children learn from their early experiences – drawing on them to become socially, cognitively, and linguistically competent members of society.

“PlayLogy helps caregivers tackle the challenges of identifying the right toys for their baby’s age and stage. Using decades of developmental science research, PlayLogy selects toys and activities that are targeted for specific developmental windows across the first two years of life.”
– Dr. Annette Henderson, PhD, Early Learning Expert

Andrea Farmer

Andrea is a qualified and registered Early Childhood Teacher, with over 30 years’ experience working in the public and private education sectors. In her years in the industry, she has also set up two purpose-built kindergartens, and has worked closely with thousands of children and their families. Helping them find the best way to learn in those precious early years.

“With PlayLogy, all the research is done for you. You can just relax and watch your little one grow and learn, knowing they have a great start to their education.”
– Andrea Farmer, Early Childhood Teacher

Wendy Perera

Wendy Perera has worked in early childhood education since 1998. In that time, she has helped support hundreds of new parents with a range of informative workshops, designed for the first 1,000 days of life. Wendy has created a special milestone summary, just for our PlayBoxes. These summaries detail all the exciting developmental milestones your little one is going through, so you can join in the fun and understand the best ways to play.

“Although it may seem like not a lot is happening with a newborn, rapid changes are going on behind the scenes.”
– Wendy Perera

Jenni Low

Jenni is a qualified Early Childhood Teacher, specialising in infant and toddler care. A mum of two little ones of her own, she also runs an educare service from her home in Auckland. Jenni runs the instagram account @creativeplayideas. She’s an expert in educational fun, and passionate about all things play – and we’re very lucky to be bringing her flair for creative play to PlayLogy. We’ve worked with Jenni to create an age-and-stage-based creative play idea for each PlayPack. When you buy a PlayBox, you’ll get an email detailing the idea, a list of things you need to create it, and instructions on how you and your little one can bring it to life.

"Igniting a child's curiosity and desire to explore, stimulates their imagination and creative learning potential. Creative play is intelligence in motion"
– Jenni Low, Early Childhood Teacher, @creativeplayideas

Why shop with us?


You only want the best for your baby, and so do we. We safety test all of our playthings.


We care for our PlayLogy community like family. We're always here for you if you need help or have any questions.


We’re young at heart, and we live for play. So, let the fun and games begin.

The A to Z of playtime.

Adjusting to life as a new parent can be a little overwhelming. Explore the PlayLogy blog for information you know you can trust, from people who really know their stuff.

Hear from our happy little customers.

My little girl loves every item in her PlayBox. I love spending quality time with her, really watching her learn and interact with the items. I didn't know play was such an important part of learning so, it was great to be told exactly what to do!

– Chloé

We like knowing that experts have worked on creating PlayLogy boxes. Being sent educational toys and instructions on how to play with our son, took a huge weight off our shoulders!

– James