UK kids brand combining organic chocolate and sustainable puzzles grows business after funding success

The UK ethical toy and confectionery brand, PlayIn Choc, has surpassed its crowdfunding goal of £250,000 to scale up its business and bring its sustainable and organic products to wider audiences across the UK and global markets.

PlayIn Choc is a genre-spanning UK start up that provides consumers not only with healthier organic chocolate treats developed using natural ingredients, but a series of sustainable puzzle products designed to help teach children about bio-diversity and the world around them.

Tapping into the global ‘chocolate with toy’ market – a segment with an estimated value of around $4bn a year – PlayIn Choc is a husband and wife team run by Maya and Dominic Simler that already exports to 30 countries and is listed with 25 distributors, including a recently secured partnership with Ocado.

The firm’s chocolate boxes aim ‘to combine the excitement of chocolate and play’ by offering children not only a small selection of organic chocolates, but an animal puzzle and fact card made from sustainably sourced materials, designed to encourage an understanding and appreciation of bio-diversity.

The team launched a crowdfunding campaign to the CrowdCube platform earlier this year with a target of £250,000 in order to scale up its business. PlayIn Choc has now secured 136 per cent of its initial target, completing its crowdfunding campaign with £342,000.

“We currently have a range of 19 products which are all plastic-free, organic, vegan certified, and free from 14 allergens. We estimate that the global chocolate with toy market segment is worth $4bn a year, and PlayIn Choc ToyChoc Box is the only plastic free allergen free product in this market,” read a statement posted on the team’s crowdfunding page.

The company has also estimated that the total market size of stockists is around one million, of which 100,000 are in the UK. PlayIn Choc’s strategy going forward to acquire more stockists will be driven by targeted marketing, key new hires, and automating production and packing processes.

The funding secured via the CrowdCube campaign will enable the business to put this plan into action.

Check out the brand here and its successful crowdfunding campaign here.

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

Check Also

Green fingers start with Dantoy’s eco-friendly gardening kit

Leading sustainable toy brand Dantoy has designed a play set to inspire the next generation …