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The idea

From a fun idea and product design in 2003 to a toy design company with worldwide distribution and sales network in 2017. Our story in a nutshell. I am Sybren, waytoplay’s creator and designer. In 2013 my wife Marise and I embarked on a road trip into the unknown world of toys. Before we knew it, we were in overdrive. Together with Lex, distributor, and Stephanie, marketing, we are a solid team. Our kids, Bente and Joep regularly get on board to help out with packaging, events or photography for social media. Our team mirrors our product: compact, reliable and flexible.


After this promising start, we took a breather. Call it a pitstop, or gathering of wits. We needed it. In 2012 my wife Marise joined forces with me and we drove headlong into making waytoplay a business. In 2013 the pilot run of waytoplay hit Lex’ store in Haarlem (the current Mr. Paprika). All 250 sets were sold in the blink of an eye. It was clear that we had an audience.

Scaling up

Our achievements are driven by the effort of an extraordinary group of people and companies. In Breidenbach, Germany, skilled specialists produce our road segments. Truly high tech, because while our product may look simple, producing it is not. The road segments are then printed on two sides by Mooi printers in The Netherlands, a sheltered employment provider. Most of the packaging is also done there. This provides jobs for 10 people with little access to regular employment. This makes us happy and proud.

The team

Marise, my wife and co-founder, is handling the webshop and Consumer care, she will answer your questions about waytoplay. Lex knows the route in retail and he will help you with purchasing waytoplay. Stephanie is telling the world about waytoplay, from beautiful Paris, she is reaching out to parents and children.

The road ahead

Waytoplay is currently sold in over 60 countries. On social media we enjoy a loyal group of waytoplay fans who share their unique waytoplay experiences. The future is bright and our sights are set on ‘Route 2021’. A challenge that will take us to new, exciting places. We intend to start producing our road segments from bio-based materials. And we have the ambition to go circular, for example by recycling materials.