The People Behind PlayfullTribe

A typical Asian family who thought of play as a waste of time to finding joy and opportunity in learning, connecting and empowering through play



Hi, I am Liyi, whose spirited kids inspired me to turn towards natural open ended toys that provided hours of sustainable educational play enjoyed by both me and my boys. I'd realised that the fun toys  that connected both adults and children  depicted the real world and allowed engineering and creation that expanded our creativity, imagination, and resilience.

My only gripe was child led play toys were marketed as premium and exorbitant toys that were far out of our reach. A lack of affordable quality toys have led to many of you parents having to resort to screen time just to keep your children “busy” so that you could get a breather and survive this whole parenting job. 

It made me sad thinking what our future generation was missing out on – learning through play. Parenting is tough and I wanted to provide better quality opportunities for you to enjoy your children and make full good use of their time by creating purposeful play. I want to empower you to be present in the growth of your child and be able to celebrate their milestones with smiles, knowing that you made that happen through your good parenting decisions.

Playfulltribe's aim is to create and curate premium wooden toys and organic toys  that are simple, educational and yet affordable by cutting the middleman fees in our products by designing and getting our factory to make our own toys.


PlayfullTribe was conceived because I wanted to bring across the message of togetherness and closeness between you and your children, just like in a tribe by going back to basics and slowing down their pace to appreciate the moment with your child. 

Playfull was purposefully misspelled because I needed parents to know that life will be full of mistakes and hope that society can accept mistakes.  In a world full of name shaming, I wanted parents to not blame themselves for the many mistakes in their parenting journey as all parents only want the best for their child at any one point. 

Let's build our community and embark on this parenting journey together! Allow our children to play to their fullest, reaching their maximum potential through fulfilling purposeful play.  


As a child, my parents ensured that my journey through life would be smooth sailing. When my dad passed away in university, my whole world came crashing down. I found it difficult to pick myself up from my dad’s death because I was so overwhelmed with suddenly having to make decisions on my own at the age of 21 years old, something I never had to fret about throughout my life. 

When I eventually had J1, I knew that I was going to parent him differently. I wanted him to learn from play and look beyond grades, but love learning. I wanted him to connect and empathize with the world. Through PlayfullTribe’s child led  toys, I hope that my and your children will be able to learn more about themselves and their environment and be empowered to make their own choices from young to grow up to be confident and resilient children who can contribute to a better society meaningfully. It took me 30 years to discover that. I hope that together we can shorten that journey to self-discovery for me and your children. 


We are committed to not only bringing you the best quality  manipulative child led toys but also building a community where we parents can learn and grow together