Story
When I was growing up I was lucky enough to have parents that allowed me to experiment and develop my ideas, even when it was loud, messy, and inconvenient for them. I am very thankful for their ability to almost never say no or nag me when I left a trail of tools and paint or a full backyard of costumes and toys. That foundation is the main reason I started to wonder about toys and play in today's environment after having kids of my own.
fafu did not come to me as a fully realized idea or concept. The idea has undergone idealistic changes and a few shakes during the last few months and has now been transformed from a small idea to a fully operating company. The core concept behind the company was the frustration over the 21st century toy market and the way many do business.
At the time, toys seemed to stream through my life like a river, lasting only a few months at a time. They were a waste of space and resources and what struck me was the sadness I felt when throwing away the memories that were attached to the toys as well as the history and culture of my kid's childhood. I wanted to be able to buy toys and furniture for my children that they could interact with and change as they pleased. I wanted real toys that would last at least one childhood. I was also very motivated to find a way to do business in a new way with a clear focus to make this world a little bit better. I believe fafu is able to address these issues with honesty by providing toys that are of good quality and do not compromise the health, human rights or values of the people who make them or the children who play with them.
With no business or design knowledge, my first project was to gain enough insight and knowledge to start a company. Then I set out to find the right people so I could form a strong team. Finding the right people has been the key factor in fafu´s progress. fafu is nothing but the team behind it.
Hulda Hreidarsdottir,
CEO & Co-Founder of fafu