Woodlys are sustainable, open-ended play figures handcrafted in India from all-natural materials
Semi-detailed by design, they leave room for children 3+ to imagine, personalise, and tell their own stories.
Why Woodlys
Woodlys are backed by 18 years of continued research & design exploration.
Imagine
Simple, abstract forms leave room for children to decide what a figure could be, turning each object into a starting point for endless stories.
Role Play
Taking on different roles helps children explore perspectives, negotiate scenarios and develop social understanding through play.
Communicate
Storytelling gives children a way to express ideas, experiences and emotions, while building confidence in communicating with others.
Inclusive
Neutral, non-stereotypical forms allow children to explore different identities, roles and narratives without being limited by predefined characters.
Tactile
Natural textures, grain and tactile imperfections make the figures feel familiar, authentic and emotionally engaging.
Sustainability Statement
Made in India with sustainable materials and practices.
No trees are cut down to make Woodlys. They are crafted from seasoned cut branches, with cotton thread for their hair.
Positioning of Woodlys
The semi-detailed design leaves room for children aged 3+ to imagine, personalise, and tell their own stories.
Child Development and Play
Journey & Recognition
The research and play-testing findings, drawn from observations in India, the UK, and Sweden, were presented in a co-authored paper with Krister Svensson at the ITRA World Conference in Augsburg in August 2026.
Thanks to ITRA and the Nuremberg Toy Museum, Woodlys have now made their way to Germany—and their journey around the world continues.
22nd International Play Association Triennial World Conference Glasgow 2023
Conference Paper Presentation
Communication in Play:
Abstraction v/s Detailing
Theme: Play: Rights & Possibilities
International Toy Research Association (ITRA) 10th World Conference in Augsburg, Germany Newsletter
& Presentation
Toys as Communication: Semi Detailed Toys, Abstraction - Open Ended Play and the Contemporary Zeitgeist of Childhood.
Authors: Vijaya Madhuri, VM Design UK, India and Krister Svensson, Play Design, Sweden AB.
Woodlys have been added to the Nuremberg Toy Museum (Spielzeugmuseum) collection
Woodlys have been accepted as a part of the collection for display and are available for sale at the Nuremberg Toy Museum, Germany.
Image rights: Spielzeugmuseum Lydia Bayer/ Museen der Stadt Nürnberg
Inventory Number: 2026.29
Woodlys have been awarded Creative Play Awards, 2025 - Highly commended by Creative Steps UK.
Woodlys have been play tested by UK early child education experts and recognized.
Creative Steps Magazine, UK.
Woodlys making it to the Nuremberg Toy Museum, Germany has been published by Creative Steps Magazine, UK.