The Story

Dr Hellion knows each child is unique and approaches play based learning differently…

Yet nearly all children’s toys designed to support play are made in identical batches. Even more troubling, these toys are mass manufactured in huge quantities. Often made using unsustainable processes and materials, this mass of toys can be shipped from the opposite side of the planet. Ultimately, this means we pay a high price environmentally in both the making and distribution of contemporary toys. This is why DrHellion quit the day job at Toycorp.Inc. Dr Hellion knew it was time to be a little troublesome and different.

Drawing upon many years’ experience, The Dr knew what children played with, would influence play and shape learning. The Dr concluded toys should, therefore, nurture and reflect individual approaches to learning. Furthermore, these toys should do so without exploiting the planet’s resources in the process. In secret, The Dr began developing contemporary, open-ended and multifunctional toy designs. Over 18 months, a range of original toys emerged, built to withstand years, even generations of play.

These toys became the basis of the Dr’s new venture, HellionToys. Unlike Toycorp.Inc, Hellion toys ethically produce eco-friendly wooden toys in the north of England. All Hellion toys are independently lab safety tested, CE certified and highly customisable via our website Toy Builder. Our elves innovatively fabricate your designs using sustainably sourced local materials and vibrant eco finishes. We ship our toys to your doorstep fully built and ready for adventure!

The toy in the child’s hand

is alive. ~ Gerber

Made in britain

Each piece is designed, crafted and made locally, by me, here in the Forest of Bowland, UK. I use sustainably sourced woods and deploy lean digital fabrication methods that help to make toys responsively to order. 

I take my role and responsibilities within the Heritage craft of toymaking seriously. I aim to keep a low carbon footprint by sourcing materials locally from other independent businesses, typically within 20 miles of my workshop. I also avoid petroleum-derived paints, finishes and plastics of any kind. My collection is entirely plastic-free, solvent-free, VOCs-Free and BPA-free. My toys are vegan-friendly and gentle to the natural environment.

I am a fully insured toymaker and all my toys are independently lab safety tested and certified CE. As a testament to my quality and safety commitments, I am a Member of the British Toymakers Guild and Heritage Craft Association.

All products sold by Hellion Toys are Design Registered with the Intellectual Property Office, UK and may not be copied or reproduced without prior permission.

To be cherished by the next generation

My toys are designed with longevity in mind. They are open-ended, multifunctional and grow with your little one’s interests and development. Furthermore, the high-quality materials and build quality ensures they will adapt and last many generations of playtime, as I never design for ‘‘Planned obsolescence’.

But who is Dr Hellion?


Dr Hellion

Designer. Maker.
Crafter of Rainbows

Dr Hellion is my playful ego. You can call me Selina. I am a Dr however and hold a PhD in Design, as well as Master’s degrees in creative technology and innovation. I left academia wanting to return back to practice in 2015, as I felt the years I had spent in research and design could make a positive impact if focused into what I love – which is playful design. Designs which go onto ethically produce items that are sensitive to the people, both big and small, who use them.