Our Story

Last updated: March 2026

Our Mission

Ellie N Leo was founded by parents who were frustrated with the generic, low-quality toys flooding the Singapore market. We set out to create something different — a curated toy store built on three non-negotiable principles: safety, developmental value, and joy.

Every product we carry is certified safe (EN71 European or ASTM F963 American standards), chosen because it supports cognitive, motor, social, or creative development, and — most importantly — loved by children. The name Ellie N Leo is a tribute to the founders' own children, the original product testers.

What We Offer

We have built a full ecosystem around children's play, not just a shop:

Shop — 12 carefully curated educational toys across 6 developmental categories, plus bundles and add-ons.
Rent — Our deposit-based rental programme lets families try before they buy. Pay a refundable deposit, enjoy the toy, and return it when done.
Exchange — A community marketplace for pre-loved toys. Give quality toys a second life and find treasures from other families.
Rewards — Earn points on every purchase and activity. Redeem for vouchers, free shipping, and exclusive perks through our Ellie N Leo Rewards Programme.

Our Values

Safety First — Every toy we sell or rent carries internationally recognised safety certification. We never compromise on this.
Education through Play — We believe play is how children learn best. Developmental benefit guides every product selection we make.
Sustainability — Our rental and exchange programmes are designed to reduce toy waste, extend product life, and keep quality toys out of landfill.
Community — The Ellie N Leo Rewards Programme is more than points. It is a community of parents and educators who share a belief in the power of purposeful play.

Singapore-Focused

We are a Singapore business, built for Singapore families. Every toy in our range has been selected with Singapore's multicultural context in mind — suitable for children of all backgrounds and home environments.

We deliver island-wide. All prices are in SGD and include 9% GST. No hidden fees, no international shipping complexity — just straightforward, local service.

Contact Us

We would love to hear from you. Whether you have a question about a product, want advice on age-appropriate toys, or just want to share how your child is getting on with their new toy, our team is always happy to chat.

Visit our Contact page to get in touch.

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Our Mission

What We Offer

We have built a full ecosystem around children's play, not just a shop:

Shop — 12 carefully curated educational toys across 6 developmental categories, plus bundles and add-ons.

Rent — Our deposit-based rental programme lets families try before they buy. Pay a refundable deposit, enjoy the toy, and return it when done.

Exchange — A community marketplace for pre-loved toys. Give quality toys a second life and find treasures from other families.

Rewards — Earn points on every purchase and activity. Redeem for vouchers, free shipping, and exclusive perks through our Ellie N Leo Rewards Programme.

Our Values

Safety First — Every toy we sell or rent carries internationally recognised safety certification. We never compromise on this.

Education through Play — We believe play is how children learn best. Developmental benefit guides every product selection we make.

Sustainability — Our rental and exchange programmes are designed to reduce toy waste, extend product life, and keep quality toys out of landfill.

Community — The Ellie N Leo Rewards Programme is more than points. It is a community of parents and educators who share a belief in the power of purposeful play.

Singapore-Focused

We deliver island-wide. All prices are in SGD and include 9% GST. No hidden fees, no international shipping complexity — just straightforward, local service.