When one looks at SAToyTrade today, a beloved educational toy and product company with a national presence, it’s hard to believe its humble beginnings. But like many meaningful ventures, it all started with a simple idea, driven by great passion and deep faith and dependence on the grace of the Holy Trinity.
In the 1980s, Yvonne Stoker, the CEO of SAToyTrade, began crafting handmade puzzles with her husband, Coenie, in their garage. During the day, Yvonne cared for their young children, and at night, she hand-painted puzzles and Coenie helped cut out the puzzles.
It was never just about toys; it was about creating meaningful educational tools that support children’s development.
While raising her six daughters, Yvonne joined a playgroup run by an occupational therapist in Hartbeespoort. It was here, amidst the daily challenges and wonders of early childhood development, that she realised the growing need for quality educational resources.
What started as a hobby of selling educational toys quickly turned into a calling. Yvonne was asked to take over when the playgroup’s facilitator unexpectedly relocated.
For years, Yvonne juggled multiple responsibilities, being a mother while also managing her preschool (with 170 children) and a Youth Development Centre, and yet she continued to expand SAToyTrade, slowly but steadily.
A major turning point came in 2010 when Coenie, a nuclear reactor physicist, officially joined the business. With a keen awareness of the challenges in South African mathematics education, Coenie began developing the FunSciTek range.
Educational products focused on math and science for children aged 0 to 8. The range emphasises foundational concepts in mathematics, critical thinking, and numeracy.
Yvonne and Coenie share a mission: to make quality educational products accessible to all children. This vision has led them to occasionally offer workshops for Grade R and other teachers, where educators learn practical ways to effectively use SAToyTrade’s products in the classroom. They believe the most important learning happens through play. It should be fun, stimulating, and educational.
SAToyTrade’s products are intentionally designed to focus on early childhood development (gross motor – fine motor – social/emotional – and cognitive). Each item is crafted with care and thoughtful intention to support both the child and the educator (teacher, parent, or therapist).
Unique products have also been developed, including sensory and braille items.
Behind every SAToyTrade product is a passionate team. The company currently employs more than 45 full-time staff members. From the in-house printing and design team that brings the FunSciTek range to life, to the woodworking team that creates fabulous furniture and play elements, the sewing department that brings toys to life, the dedicated packing and delivery staff, and the energetic administration and sales team, each member plays an indispensable role.
SAToyTrade continues to grow with the times. With their online store and mobile app, ordering products is easy and convenient. Despite rising costs, they remain committed to keeping their products affordable without compromising on quality.
SAToyTrade is more than just a business; it is a story of family, community, and unwavering dedication to child development. With decades of experience, a clear mission, and a heart for education, SAToyTrade continues to serve South Africa and its neighbouring countries with products that educate, inspire, and bring joy, one playful moment at a time.
