French heritage toy brand Djeco is celebrating 70 years of educational toys and creative play in 2024. The brand’s iconic toys are created in collaboration with designers, illustrators, and global artists, and have been well-known and loved for generations. Created in 1954 by a mum (at a time when women rarely launched businesses!), read on to find out more about the brand’s amazing story.

What is the story behind the Djeco and what do you think has made it such a popular brand for creative play for so long? 

There is a beautiful story behind Djeco. In 1954, in the heart of Paris, Véronique Michel-Dalès founded “les jeux du Djeco”. At this time, few women and mothers ventured into entrepreneurship! Creative and bold, she designed educational, yet fun games. The adventure begins: letters and numbers are learned through her colourful dominoes. Then she invented illustrated educational games such as “Le Loto des 4 jeudis” and “L’auto-rallye” for boys and girls, which were very successful. Her talent was recognised with four Toy Oscars in the 1960s!

In 1989, Frédéric, Véronique’s son, took over the family business, which had been dormant for years. His childhood was nurtured by his mother’s wonderful imagination : chief tester of her mother’s inventions, he grew up with the magical idea that working is playing. The brand is known for its quality innovative toys that are not only educational but also beautifully made.

Where does the Djeco design team get their inspiration for their educational toys from? 

Frédéric first traveled around the world in search of unique toys and games to import to France, then his imagination inspired him to create products that couldn’t be found anywhere on the market; he simply had to create them! He remains currently at the Head of Djeco, leading the Creative Direction, guided by his creative sensibility and surrounded by 30 passionate people fully dedicated to the creation. They have free rein to create the toys and games of their dreams, designed to amaze and delight both young and older ones alike!

We love how you collaborate with artists from around the world. What have been some of the most iconic collaborations over the years? 

Indeed, illustration lies at the heart of Djeco’s approach. Today, more than 200 artists from all backgrounds, established or emerging, infuse their original creations with that distinctive arty touch that defines Djeco. Even if some artists have illustrated several of our products, we make a point of offering a wide variety of different artistic sensibilities: Djeco’s signature is precisely this diversity.

What does the design process look like for new products and how are they made? 

At the origin of each product, there is an idea, carried by our creative team: they play very seriously but without taking themselves too seriously to invent smart, design-led toys and games. Ideas spark, intertwine, and evolve constantly in a whirlwind of creativity. Sketches are made, concepts are tested, and mock-ups are crafted to help envision the future toy. Our creative teams work closely with inventors and designers to shape the concept and ensure that the features and ergonomics are suited to the child’s age. They then carefully select materials, test, analyze, and refine the project—every detail is thoughtfully considered and reconsidered. Finally, we bring in specialists from various fields, including early childhood professionals and educators, to ensure our creations support the child’s growth and development. Illustrations are entrusted to artists, while our graphic designers create the packaging. Far more than a simple box, this packaging becomes a beautiful keepsake that can decorate a child’s room. Special attention is given to the elegance and functionality of our products: the nobility of materials and refinement of design, ease of use, and durability are all key factors.

How important is sustainability to the brand?

It’s essential: our products are designed to last. Dense cardboard ensures the durability of stacking cubes and puzzle pieces, high-quality plywood provides strength to wooden toys, special paper reinforces cards, and the metal body of Crazy Motors cars can withstand all kinds of crashes.

We prioritise responsible materials like wood and cardboard. Since 2010, we’ve committed to having these products FSC® certified. This label guarantees that the wood and cardboard used come from sustainably managed forests, contributing to resource renewal, biodiversity preservation, and protection of indigenous communities. By 2024, 79% of our wood and cardboard creations are FSC® certified, and this percentage grows each year. If the wood we select for our products isn’t eligible for FSC® certification, we opt for alternatives that protect natural resources, such as sustainably managed rubberwood, giving a second life to trees no longer producing latex. In line with our eco-design approach, our packaging sizes are tailored to each product, and since 2021, we’ve eliminated shrink-wrap and have always favored open boxes without plastic windows.

What is the most popular / iconic Djeco toy of all time? 

As we propose more than 1600 products, it’s quite difficult to name only one iconic toy! However, thousands of families have played with our famous Bata-waf card game which offers a new take on the classic battle card game with a graphic tip that allows children who do not know how to count yet to play. 

We are also very proud of the success of our recent Crazy Motors collection featuring over 20 crazy drivers and their iconic cars. It could be the beginning of a long and wonderful story.

Could you share a little-known fact with us about the brand? 

Here’s a little fun fact : Djeco evokes the gecko, the little lizard that is known as a symbol of happiness in Asia. You now know why this little animal is part of our logo, for 70 years!

And finally, are there any exciting things coming up for Djeco that we should watch out for? 

For sure! We are finalising our 2025 collections with over 250 new items that will be showcased at the international fairs in January and February… We’re keeping them a secret until then!

With thanks to Djeco.

Read more Absolutely Mama interviews here.