Brighton toy shop on a mission to keep traditional children’s toys alive


Whirligig Toys, an independent toy retailer based in Brighton’s vibrant North Laine, was founded in 2012 by owner and former primary school teacher, Peter Allinson.

Specialising in ‘things to make and do’, Whirligig Toys stocks products for children of all ages, from the under-fives up to 12+. On a mission to keep children engaged with their innovative toys, the unique store doesn’t follow licensed trends, film franchises or new fads – its toys are traditional, well-designed and created in collaboration with small independent producers and designers.

With further stores in Canterbury, Chichester and Tunbridge Wells, the brand has become well-known amongst parents in the South East.

Peter Allinson, owner and founder of Whirligig Toys said: “The atmosphere on Brighton’s high street is unique – people travel from all over the country and indeed the world to experience The Lanes.

"No matter where you are in the city centre, there’s always an exciting and thriving independent retailer to browse. Our dedication to research and discovery means that customers always have something new and exciting to buy or gift to children of all ages.

"Despite competition from the internet, which is great for shoppers who know what they want, the high street is still important for customers where they receive face-to-face advice and guidance to help them find the item they are after.

"Each of our shops has been really well received with customers telling us that they see us as their trusted, go-to toyshop."

Whirligig Toys was the first toyshop in the UK to be recognised by ‘Let Toys Be Toys’, a campaign that promotes gender neutral toys and was awarded its first Toymark Award from the group in 2013.

Follow Whirligig Toys: @whirligigtoys