Waytoplay

Family founded and run since 2014, we believe in creativity, imagination, care and connection. And it’s been a great road trip so far!

The idea

Waytoplay was born from a family passion for playing with toy cars in sun and sand. Father, inventor and designer Sybren created waytoplay for his son Joep, way back in 2003. That led down a road of evolution to the unbreakable weatherproof road for everyone to enjoy today.

Joep in 2003, son of Marise and Sybren, playing with the first prototype

Crowdfunded

Did we say family business? Yep. After an initial crowdfunding in 2014, Marise, Sybren’s wife and Lex, joined the team, to help drive the transformation to a real business. The first 250 sets were sold in the blink of an eye. We had found an audience.

Scaling up

Waytoplay is driven by people. At our hightech partner, Insigne in the Netherlands, skilled specialists make our road segments. Looks simple? Trust us, it’s not. The segments are then printed and packaged in The Netherlands, by Mooi printers. They provide sheltered employment, regular work for people with little access to work. This makes us happy and proud. 

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Meet the team!

We are family. Even those that technically aren’t. Our team is devoted to remaining approachable to customers, partners and retailers. We foster a family spirit of connection, care and commitment to what we love.

Sybren Jelles

CEO and Founder

As a child, inventor and designer Sybren Jelles loved playing with toy cars. He created waytoplay for his son Joep - The unbreakable, weatherproof road set that is waytoplay.

Marise Jelles

Consumer Care

Marise, wife of Sybren and co-founder, handles the webshop and consumer care - She will answer your questions about waytoplay

Lex Avis

Sales and Logistics

Lex knows about distribution, logistics, and retail sales. He can assist you with purchasing waytoplay for your toy business.

Stephanie Scholte

Marketing and Finance

Stephanie tells the world about waytoplay. From beautiful Paris, she reaches out to parents and children.

Mirco Leardini

Sales

Mirco also knows the route in retail and he will help you with purchasing waytoplay.

Sarah Forster

Brand Ambassador USA

Sarah is our brand satellite in the USA and you can reach out to her with ideas and collabs for the USA.

Eline van der Ploeg

Design

Eline is our creative force. She came up with the new style of waytoplay. 

Jentie Youna Jelles

Social media & creative content

As a trained fashion photographer Jentie is a hyperactive-creative, color fanatic, cross media person and dear family member.

Jentie Youna Jelles

Social media & creative content

As a trained fashion photographer Jentie is a hyperactive-creative, color fanatic, cross media person and dear family member.

Sarah Forster

Brand Ambassador USA

Sarah is our brand satellite in the USA and you can reach out to her with ideas and collabs for the USA.

Eline van der Ploeg

Design

Eline is our creative force. She came up with the new style of waytoplay. 

Janine Terlouw

Design & Social Media Content

Janine creates beautiful content for our website and social media 

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The road ahead

Waytoplay is now sold in over 60 countries. Our fans on social media share their creative experiences daily. And the road ahead is full of excitement, new places and adventures. We’re looking to increase the sustainability of our product and its lifecycle. It won’t always be easy, but we believe there’s always a way: Imagine, create, play.