BY BETELHEM BEDLU
She goes by the name Eden Hailemariam, She is the Founder and CEO of Kinder Educational Toys. She was born and raised in Addis Ababa, Ethiopia.
She has earned BSc in the field of civil engineering from Mekelle University. She later on pursued a master’s degree in Business Administration (MBA from Unity University). Her passion for education and innovation, combined with her role as a parent, led her to establish Kinder Educational Toys. Eden is dedicated to creating high-quality, eco-friendly, and educational toys that bring joy, inspire learning, and aims to transform the way children play, learn, and grow, while also making a positive impact on the environment and the community.
The following is her stay with the Ethiopian Herald where she talked about her career journey and the challenges she encountered throughout her life as well as work. Enjoy.
What inspired you to start Kinder Educational Toys?
The inspiration behind starting Kinder Educational Toys stemmed from a personal experience during the outbreak of COVID-19 pandemic in 2021. As a parent, I was constantly searching for creative and educational toys for my own children. However, I found that most of the toys available in the market were made of plastic and lacked educational value.
This made me realize that there was a significant gap between the availability of high-quality, affordable, and educational toys in Ethiopia. I wanted to bridge that gap and provide families, early learning centers, and schools with toys that not only fostered learning but were also eco-friendly. Thus, Kinder Educational Toys was born.
Can you walk us through your career journey?
The beginning of the Kinder Educational Toys project marked an exciting and challenging phase in my career journey. As the Founder and CEO, I took on multiple roles and responsibilities to establish and grow the company.
During the early stages, I focused on conducting extensive research on educational toys, market demand, and manufacturing processes. I collaborated with experts in the field, including educators, child psychologists, and toy designers, to ensure that our toys met the highest standards of quality, safety, and educational value. This required a deep understanding of child development, learning theories, and the incorporation of appropriate educational elements into our products.
One of the challenges I encountered was sourcing skilled craftsmen and manufacturers who had the expertise to work with natural wood materials and meet our strict quality and safety standards. It took time and effort to find reliable partners who shared our vision and were capable of producing toys that aligned with our objectives. Training and educating our manufacturing team on the importance of quality and safety standards were crucial aspects of our journey. Maintaining a strong attitude towards quality and safety throughout the manufacturing process was paramount. We implemented stringent quality control measures, including regular inspections, testing, and certifications. This ensured that our toys met and exceeded international safety standards, providing peace of mind to our customers.
Another challenge was instilling a culture of quality and safety within the entire organization. This involved hiring employees who shared our commitment to these principles, providing thorough training, and fostering a mindset of continuous improvement. We emphasized the importance of attention to detail, precision in craftsmanship, and thorough testing at every stage of production. Over time, as the project progressed and our products gained recognition and popularity, our focus shifted to scaling up production, expanding our distribution network, and strengthening our brand presence.
Throughout this journey, the challenges of skill and attitude towards quality and safety in manufacturing were constant considerations. However, by prioritizing these aspects and remaining dedicated to our mission, we were able to overcome obstacles and establish Kinder Educational Toys as a trusted brand known for its high-quality, safe, and educational products.
Can you give us a general overview about your company and its products?
Kinder Educational Toys is a company based in Addis Ababa, Ethiopia, with a focus on bridging the gap between educational and non-educational toys. Our mission is to provide high-quality, affordable, and accessible toys that educate through play. We believe that learning should be joyful and that toys can play a crucial role in children’s development.
Our products are designed to inspire creativity, wonder, and growth in children. We take pride in creating toys that are not only fun but also packed with learning potential. We prioritize the use of natural wood materials as much as possible, minimizing our contribution to the landfill and promoting sustainability.
At Kinder Educational Toys, we offer a wide range of products suitable for various educational settings and customers, including special need centers, schools and early learning centers, autism centers where they provide toys that cater to the specific needs and requirements of children with special needs, cater to the educational needs of schools and early learning centers, supporting curriculum objectives and fostering cognitive, physical, and social development as well as offer toys that are designed to engage and support children with autism, considering their unique sensory and developmental needs, among others.
We also work with local and international NGOs and government organizations to provide educational toys for various programs and initiatives focused on child development and education as well as to provide educational toys for community outreach programs, humanitarian efforts, and educational initiatives
Our toys are 100% locally made, eco-friendly, and carefully crafted with a focus on safety and durability. We also offer customization options to meet the specific needs of our customers, such as aligning with different curricula, accommodating space limitations, and incorporating desired functionalities.
What’s the impact of producing educational materials in the country?
Producing educational materials in the country has a significant impact on various levels. of which, local economic development, skill development and capacity building, access to affordable and relevant educational materials and Sustainability and Environmental Impact are among the major importance of locally sourced educational toys.
Similarly, the availability of high-quality, locally produced educational materials raises the overall standard of education. It provides educators and students with access to resources that are specifically tailored to their needs, promoting effective teaching and learning practices.
Well-designed and engaging educational materials can enhance the educational experience, improve learning outcomes, and foster a love for learning among children. It also allows for the integration of national identity and cultural elements into the learning resources. Likewise, it promotes the use of natural, biodegradable, and environmentally friendly resources, minimizing the negative impact on the environment and promoting responsible consumption.
What is the significance of educational toys for the kids and as well as in substituting import?
Educational toys play a crucial role in the development and learning of children. They promote the development of various skills such as cognitive, physical, social, emotional, and creative skills. Toys that are designed to spark curiosity, encourage exploration, and ignite children’s imaginations. They create an environment where children can freely explore, experiment, and discover the world around them. It also promotes active learning, where children are actively engaged in the learning process rather than being passive recipients of information.
Moreover, producing educational toys locally contributes to import substitutions by reducing reliance on imported toys. This has economic benefits by creating opportunities for local manufacturers, suppliers, and distributors. It promotes the growth of the domestic toy industry, generates employment, and boosts the local economy. Moreover, exporting toys, such as the partnership with Goki in Germany, expands market reach, increases revenue, and enhances the reputation of the local toy industry on the global stage.
Do you believe that your products are inclusive?
At Kinder Educational Toys, inclusivity is a core value, and we strive to ensure that our toys are inclusive and accessible to all children, including those with special needs and disabilities. We strive to promote inclusivity through offering a 15% discount on our toys specifically for special needs centers, organizations, and families.
Understanding that children have diverse learning styles and needs, we also offer customization options to accommodate specific requirements through working closely with educators, therapists, and parents to create toys that address individual needs and promote inclusivity.
By incorporating inclusive design principles, offering special discounts, and contributing to environmental preservation, we aim to make a positive impact on society. We want all children, regardless of their abilities or backgrounds, to have the opportunity to benefit from our educational toys and foster their learning, growth, and enjoyment.
What are the challenges your face?
Finding and retaining skilled and competent individuals who are knowledgeable in toy design, manufacturing techniques, quality control, and other essential areas can be a challenge. Securing an appropriate workshop space at an affordable cost, sourcing high-quality local materials and inputs that meet our standards can sometimes be a challenge.Acquiring necessary accessories and components for our toys, such as fasteners, paints, and finishes, can present challenges in terms of availability, quality, and cost as well as complying with local regulations, licensing requirements, and safety standards can be complex and time-consuming.
What Lessons have you learned from these challenges?
The major lesson that we draw is turning social problems into opportunities. The challenges we faced have reinforced the importance of maintaining a strong focus on quality and safety.
What do you think is the contribution of wooden educational toys in reducing screen time for kids, as most kids are attracted to social media, mobile and tablets?
Wooden educational toys offer a safe and developmentally appropriate alternative that aligns with parents’ desire for their children to have enriching and meaningful experiences. By providing a screen-free, interactive, and open-ended play environment, wooden toys support children’s healthy development while fostering their curiosity, creativity, and a love for learning.
What is your short-term plan regarding your company?
In the short term, we have several plans in place to further develop and expand Kinder Educational Toys. We are currently in the process of exporting toys to Germany in partnership with Goki, a prominent toy company. This collaboration will not only help us reach a wider international market but also enhance our reputation as a provider of high-quality educational toys. We also plan to expand our company in terms of scale and production capacity. By expanding our operations, we can meet the growing demand for our toys and cater to a larger customer base.
As part of our growth plans, we aim to train and hire more young individuals, offering them valuable skills and job opportunities. This not only contributes to their personal growth but also strengthens the local workforce and economy.
We plan to collaborate with educational institutions, early learning centers, and government organizations to provide educational materials, resources, and training programs. By actively participating in the development of the early learning system, we aim to create a positive impact on children’s education and overall development.
We understand the importance of quality daycare facilities in urban areas. We plan to contribute to the improvement of urban daycare infrastructure by providing educational toys, materials, and resources that enhance the learning experiences of children in these settings.
The Ethiopian Herald 22J une 2023
