Welcome to noook play
Building dreams
We get excited about exploring the world around us; getting hands on; asking "why?" and "how?". That's why we've created a toy that unlocks a creative world of play.
noook play is a unique toy. A toy about building big adventures. We offer a way to a world of immersive fun that's as big as your dreams.
Make dens, forts, towers, spaceships, boats—anything you can imagine. It can be big, it can be small. Just get hands-on and build your dreams...
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2014
Born out of disruption
The noook play concept is born at London's Design Museum. During the six-month exhibition, over 100,000 people get hands on with noook discs sparking something in our minds.
We spend the next few years perfecting the manufacturing process.
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2016
Putting our heads above the parapet
We know noook play is a good concept. We now need to test if there's any demand. We begin venturing to trade fairs such as Bubble London and Top Draw - and feedback is good.
We continue to develop the idea.
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2018
Testing in schools
We go on the road running noook play sessions at schools across north London. This is a perfect chance to test noook play in the wild!
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2020
About to launch
We've cracked the way to make noook discs at scale. We've run countless factory trials and are now ready for our first full production run.
Just one small thing: COVID-19, the world enters lockdown and our factories are closed...
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2024
A brand reborn
We dust off our plans, reestablish relationships with our partners and get back into business.
noook play is back and our plans are bigger than ever!
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2025
Adding to our dreams
We add to our product lineup with a range of larger packs,top-up & expansion packs, and accessories.
noook play appears at Top Drawer AW25 - the UK's leading design-lead retail trade show - and wins Best New Product in Play at the show's Spotlight Awards.
Designer made in London
Designer, inventor, architect, Torsten Sherwood created noook play to inspire kids to get hands on; to explore the act of creation and the design process.
Born out of disruption
What is now called noook play was Torsten's response to an exhibition themed around 'Disruption', whilst Designer-in-Residence at London's Design Museum.
Not only does noook play disrupt the norms of the toy industry. We use unconventional materials. We take a different approach to building blocks. We encourage kids to explore their creativity in an unstructured, naturalistic way.
Motivated by learning
Because learning and play go hand in hand—together they spark curiosity, build confidence, and help us grow into who we're meant to be.
noook play is not only great fun—it's a great way to encourage kids to explore the world around them, learning through active play. To learn-by-doing.
Passionate about sustainability
Because sustainability isn't just about saving the planet—it's about protecting what we love, making better choices, and leaving the world kinder and cleaner for those who come next.
That's why we've made conscious decisions to develop our own sustainable material that stands up to the rigours of play, and to work with local suppliers in the UK.
Don't just take our word for it…
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Made in Britain
Designed in London and proudly made in the UK.
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Rigorously tested
Independently tested and certified to the highest standards for toy safety: EN 71.
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No plastics
We think there's too much plastic in the toy industry. We want to change that.
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HMC
We've partnered with HMC (The Heads' Conference), the network supporting some of the world’s leading independent schools.
Parents and families
Keen to learn hooow tooo noook? Have a look at our guide and YouTube videos.
Want some more ideas and inspiration? Have a look through our Inspiration page or across our social media channels (links at the bottom of this page).
For anything else, drop is a line and we'd love to chat.
Shops and Retailers
We're on the search for shops and retailers with a similar ethos to ours: toys that are great for kids' imagination and development, and good for the planet too. If you're interested in learning more about how noook play could be a great fit for your stores, have a look at our business-to-business page and please get in touch. We'd love to hear from you.
Schools and Education
We're passionate about the power of education; about how we can create the foundations for future generations to build a better world. If you're in the world of schooling and education, and want to learn more about how noook play can help the kids you spend your days with, have a look at our schools and education page and please make contact. We'd love to learn more about your school.
Childcare Professionals
We think learning-by-doing and active play has a powerful role in the childcare industry. If you, or the parents you work with, agree, please look at our childcare page - and get in touch, we'd love to hear from you.
Charities and Foundations
We believe the play has the power to do good in the world—and we're keen to work with charities & foundations who share our mission to build dreams. If this sounds familiar, have a look our our Charities page and please get in touch.
