1curiosity toys have been voted the UK No.1 toy for 10-24 month olds by the Independent Toy Awards 2025, Junior Design Awards 2025, Absolutely Mama Awards 2025 and are the toys used in The Busylizzy Clubs throughout the UK. Designed by studying the natural curiosity of young toddlers around the world, our toys encourage trial and error in their use and combination. Children play with them gleefully, with one “curiosity” leading to the next, triggering an ongoing chain of discovery as they grow.
"These toys are simple, familiar, and intentionally open-ended. They’re not trying to capture a baby’s attention with lights and noise - they’re inviting the baby to take the lead."
Professor Sam Wass - Developmental Psychologist
ENDORSED BY EXPERTS
Professor Sam Wass is a developmental psychologist best known for his work on early childhood attention, learning and stress. He appears regularly on Channel 4’s The Secret Life of 4 and 5 Year Olds.
