Relearning to Play as an Adult with Natalie Ormond from Smallkind

Can we relearn how to play when we're grown up? This seemingly simple question reveals a deep need. As adults, we've often lost the reflex—or even the right—to play. Caught up in the frenetic pace of obligations, productivity, and ubiquitous screens, we forget that play isn't just for children: it's also a powerful tool for reconnection, creativity, and well-being for adults.

Today, toy stores themselves seem to be asking this same question. Long confined to gendered and rigid sections—pink for girls, blue for boys—they are evolving. We are seeing more and more games focused on creativity, imagination, and a connection with nature. This transformation is driven by a new generation of brands and independent shops that reject stereotypes and favor a more conscious approach to play. From gender-neutral wooden blocks to gardening and DIY kits, and even forest-inspired observation games, toys are becoming a true tool for thinking differently.

At Topla, we champion this vision of free, inclusive, and sustainable play – with cards for everyone, without pre-established rules. This is exactly what Natalie Ormond, founder of Smallkind since 2019, an award-winning family shop offering eco-friendly toys and nature-inspired creative activities, shares. In this interview, she tells us about her own journey: how she reimagined her business, why she chose to move away from plastic and fleeting trends, and how she (re)discovered play, not only with her children, but also for herself.

Because ultimately, relearning to play is perhaps simply rediscovering that moment of presence, curiosity and creative freedom – something that children do so well, and that we have sometimes simply forgotten.

 

1) Smallkind has evolved a lot since its beginnings. Can you tell us about the moment when you felt it was time to evolve your business?

When I launched Smallkind in 2019, my goal was to create an ethical boutique dedicated to children and families. The boutique was very niche, but there was a real demand, as many of the brands I offered were new to the market and difficult to find in stores or even online.

Over time, these brands have become more visible, more widely distributed, and competition has intensified. It has become difficult to compete with the major retailers.

I then felt the need to thoroughly rethink my project. I went back to basics: why I had launched Smallkind, what my values ​​were, and what I truly wanted to convey. I spent several months reflecting, without making any concrete decisions. What deeply motivates me is nurturing a sensitive relationship with nature and passing that on to younger generations. In a world saturated with screens and overstimulation, I want them to maintain a deep connection with nature. Their generation will bear the responsibility of protecting the planet and will pay the price if this connection is lost.

Upon my return, the decision came naturally: I would redirect Smallkind towards a selection of nature-inspired toys and activities—screen-free, sustainable, and encouraging imagination and free play. For me, mindful play is a bit like a state of flow . When I watch my sons, now 9 and 11 years old, playing with simple objects—seashells, pebbles, or wooden pieces—they are completely absorbed, free to create without rules, in a world of their own.

2) In your opinion, why is play - especially free and nature-inspired play - so beneficial for children's development?

This type of play encourages children to be creative, to solve problems independently, and to be fully present in the moment—something that more conventional toys don't always allow. Many traditional games and toys have a single, well-defined function, which often leads to them ending up forgotten on a shelf once that function is exhausted.

Conversely, free play never truly ends: objects can become whatever the child imagines, according to their current desires. The tactile dimension of these materials—often wood or natural elements—also makes it a very rich sensory experience. Manipulating natural elements can have a calming and centering effect, especially for young children.

Nature-inspired play is also a wonderful way to reconnect with the living world, to learn effortlessly, without formal lessons or even going outside. When the weather is cold or rainy, we don't always feel like taking young children outdoors. These games offer a great alternative: they allow us to bring nature indoors, while stimulating the imagination and fostering a connection to the environment.

3) Several studies show that despite growing awareness, 70% of toys on the market remain heavily gendered, with separate sections for girls and boys, thus perpetuating stereotypes from a very young age. In your opinion, why does this trend persist, and how can the toy industry evolve towards greater gender neutrality?

I would love to see a complete abandonment of the pink for girls and blue for boys stereotypes. In my opinion, it's mainly independent brands that are leading this shift, while many traditional toy stores continue to offer very gendered, neatly separated sections. As the mother of a boy who loves pastel colors and characters typically associated with girls, I've often struggled to navigate these stores with him. As he grows up, he understands that marketing is pushing him towards aisles filled with green or brown dinosaurs and cars, and I want to help him resist this social pressure.

It is essential that the toy industry evolves to offer children the freedom to choose their games without being confined to pre-established roles, in order to foster their development and creativity. By removing artificial barriers, we pave the way for more inclusive play where every child can fully express themselves, beyond stereotypes.

 

4) How do you perceive the place of technological toys and screens in children's play today and how to reconcile their use with more traditional and nature-connected alternatives?

Screens are now an integral part of our lives, and I'm not against their use. Like many parents, I sometimes use screen time to keep my children occupied. However, it's essential to find a balance. Technological toys have a novelty factor that traditional open-ended toys don't. I know they captivate children more and provide an immediate, dopamine-related sense of pleasure, but in the long run, I don't think they replace manual play in terms of duration and developmental benefits.

I believe that children need to experience boredom sometimes, in order to learn to tap into their own creativity and invent their own fun. It's a skill they can't develop if a screen is constantly available.

5) As adults, how can we relearn how to play? Do you have any favorite games or activities to share with your family?

I had to relearn how to play, because it didn't come naturally to me when my children were little. They wanted me to sit on the floor and play with toy cars or trains with them, and honestly, I struggled to fully engage in those games! Over time, I realized that playing with figurines or role-playing games isn't really my forte, and that's perfectly normal. On the other hand, I love crafting with loose-leaf materials, creating mandalas, making craft kits together, or playing card and board games.

For parents who struggle to engage in play, my advice is to think about what you truly enjoy. Look for activities that resonate with you and bring you pleasure. As adults, we are often caught up in our responsibilities and find it difficult to allow ourselves a moment of spontaneous play. Sometimes, it's simply a matter of following the child's pace and initiative, even if it doesn't feel natural at first. You'll be surprised at where it can lead!

Finally, don't hesitate to bring out the nostalgic toys from your own childhood. They can revive memories and spark joyful moments of play, reminding us how our imagination could take us back then.

6) Finally, how do you envision conscious shopping in five years?

In five years, I sincerely hope we will have long since moved beyond the era of cheap plastic toys and mass-market platforms like Temu. I believe this wave of poorly designed products and rampant consumerism was a necessary step for consumers to become aware of the damage and waste it generates. My hope is that this phenomenon reaches its peak and that we collectively realize our mistake.

I'd like to see a real shift towards craftsmanship and quality, prioritizing these aspects over quantity. It would be fantastic if a single, ethical marketplace could emerge, a place where customers could discover different brands all in one place. The major advantage? The guarantee that all products meet strict ethical and sustainability standards. Imagine being able to buy with complete confidence, knowing that every item has been produced responsibly.