Serious.
about play.
Who
We
Are
toi.lab is a hands-on toy development studio based in Tel Aviv. Founded in 2015, we collaborate with inventors and brands to develop thoughtful toys, guided by play value, design clarity, and real-world interaction.
Development at the Core
Development is at the heart of everything we do. We design and develop toys in-house, accompanying ideas from early concepts through prototyping and towards production, with a strong focus on simplicity, intelligence, and meaningful play.
From Development to Manufacturing
We support the transition from development to manufacturing, working with trusted production partners, we help ensure quality, feasibility, and consistency as products move into production.
A Focused Distribution Selection
Alongside the toys we develop, we also distribute a carefully curated selection of brands we believe in. This catalogue includes both in-house developed products and selected toys by independent studios, chosen for their strong ideas, thoughtful execution, and alignment with our approach to play.
We view distribution as an extension of our studio practice. By working with a limited number of brands, we remain closely involved and committed to every product we bring to market.
Our Brands
Loops® Lab
Become a Loopster
A premium phygital music toy - a physical NFC stage + collectible band figurines that trigger musical loops via Bluetooth app.
Hoops®
Everyday Carry
A premium fidget toy - nested concentric rings in dual-color combinations. Compact, collectible, and made to carry.
TheOffBits®
The Art of Spare Parts
International award-winning DIY construction kits. Kids build robots, animals, and vehicles from colorful parts inspired by hardware tools.
Sales contact: saleseu@toilab.com