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FREE SHIPPING on all orders above R1000!

The Soul-Stirring Story behind Shine Toy Store.

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The Shine Toy Store exist because we have a passion for kids and bringing them joy.  We understand that all of you want the same thing – to bring joy to the little people you love.  And we believe we offer a pretty special service to do just that, while also having a soul-stirring story behind the toy shop.

Shine Development Project was founded in 2009, working with rural agricultural workers in the Overberg Region in sunny South Africa.  We work with children and families on farms to empower them with skills to function optimally within their communities.  And we LOVE doing that. 

The profit from Shine Toy Store goes directly towards funding the project’s work.

So here comes that soul-stirring story. 

Shine Project has a Christmas party for 600-800 kids of the project each year.  The magic is that their parents contribute to this project & the kids receive quality toys that will last.  Out of this, agricultural workers voiced a need for affordable, but good quality toys to buy as gifts for their loved little ones. And VOILA – Shine Toy Store was born as two tables in the hallway of our offices, offering beautiful and affordable toys to our farm worker communities

Other patrons started supporting us because people just like you are fabulous when they love a good cause.  Now, 7 years later, we have a proper physical toy store offering beautiful bespoke ranges, but we also still offer affordable ranges for our initial customers.  For us, this is the magic of our store – people of all walks of life shop there together, because we ALL love and cherish the kids in our lives.

Back to YOU

The toys you will find here at Shine Toy Store were chosen with love, and our service is driven by caring deeply about our customers & the little persons they are shopping for.  We specifically do not just mention parents, because there are SO MANY people who love the little people.  Grandparents, godparents, uncles, aunts, friends, family – we value each and every one of you.

More about our amazing team

Jolene is our pride and joy. She was born on Versoek farm & lost her dad at a young age. She was raised by her wonderful mother, Joan, who is one of our Shine Development Project volunteers. Jolene received a bursary and could study for one year after school. She then had to return to Versoek and worked as clerk on the bin-loading bay. She joined the Shine staff in 2011 and is now the chief in charge of the Shine office. She manages the finances and all of the admin, co-ordinates Shine Development Project’s training and is Izel’s external hard drive and right hand.
Maria is the one who will do a happy dance when receiving and processing your order, pack it in a jiffy, organise deliveries & make all your special requests happen. This firecracker lady worked on Môreson Trust farm for just over 20 years, starting as a general worker and ending as a team-leader.  She has fantastical motivational skills and could possibly take over the world. She used to be one of our volunteers in Shine Development Project, before joining the staff full time in 2014.  Maria is our events planner & coordinates the fundraising shop and makes things happen.
Izel is the one who wants all the kids in the world to feel happy and loved, she is adding all the spoils to your package and doing the personalised shopping experiences. This versatile lady established Shine Development Project in 2009, has been managing it ever since & she conceptualised the Shine Toy Store. She studied psychology and social work, and loves being able to work pro-actively. She is love and care personified & will walk a 1000 extra miles to bring joy to someone’s life. She often refers to the Shine project as her firstborn & carries each one of the Shine people in her heart.

Our Beliefs

ALL kids matter and should be loved and cherished. 

All adults should remember how much FUN it is to play, and create joyful moments for meaningful connection with their loved little ones.

Because we believe in this, we will do our best to help you create those magical moments of connection, filled with fun and joy, to make sure your little one feels all of the love

Our Brand Values

01. Love and Care for our Shine Toy Store Tribe

  • We love what we do at Shine project. We also care deeply about our customers and their experience with us.
  • We are a Tribe that fiercely love and support our members.
    • We want to embrace you into this community, shower you with love and care & make you feel valued and listened to.
  • We want to offer you a personal shopping experience, custom made for the unique little person you are shopping for.
    • We are just a message away. Send us your little one’s age and likes, your budget and preferences, and we will make suggestions for you to choose from.
  • We want you to do a little happy dance when receiving a package from us.
    • You will get personal, caring and efficient service through an easy process and fast processing.

02. Empower, Uplift, Educate

  • This is what we aim to do in all our projects with rural agricultural workers in Villiersdorp, South Africa.
  • We ALSO want to empower and uplift parents who love to play. That’s why we give you info and ideas that you will find of value.
  • We want to help you overcome the frustration and overwhelm that sometimes comes with toys and play, because we know life happens and you wear many hats. We want to make things easier for you.

03. Creating Connection through Joyful Moments

  • We want to bring joy and laughter, create special moments, build relationships, make play easier by helping parents remember how to simply play & re-discover how much FUN this can be.
  • We want to supply ideas and prompts for play and connection. Quick things that does not require lots of time or preparation, but that will create magical shared moments with your loved little one.

04. Do good by shopping with us

  • You are DIRECTLY supporting vulnerable communities when shopping with us.
  • All profit directly benefits the people we work with in our community project – pop over to our Instagram page highlights to read more about the amazing project that is Shine.

Happiness Guarantee

We promise that you will love your purchase.  Yes, we have THAT MUCH faith in the quality of the toys we offer.  If you are not happy with your purchase, you are most welcome to pop as a DM or email & we will do everything in our power to ensure that all your needs are met.  If we cannot remedy the situation, you will be able to return your purchase and receive a refund. 

Fab Fact:  We have not had one single unhappy customer since opening our online store.  We had ONE exchange because of a missing piece & our lovely friend Beth can tell you how quick and easy this was.  So we are completely comfortable giving you our happiness guarantee.

You can pop over to the T&Cs at the bottom of our page for all the details.

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*We will never ever send you spam.
*We will only send you new releases, special deals, promo codes & exclusive offers not available in the online store.




    *We will never ever send you spam.
    *We will only send you new releases, special deals, promo codes & exclusive offers not available in the online store.