Life Instyle sat down with Paula Opfer, co-founder of Axis Toys & Gifts, to discuss her love for well-made toys from Europe and Australia that could be passed down through generations for lasting fun.
Tell us a bit about the story behind Axis Toys & Gifts. What was your inspiration and your brand mission?
The journey began with my Lundby Doll’s House. It had given me a huge amount of pleasure growing up and I had kept it. I lent my doll house to my best friend for her daughters to play with and, ironically, though they liked it, it was their friends that really enjoyed it and they asked where they could buy it. My husband and I had been looking for a new venture and that was the spark we needed to approach Micki of Sweden and begin our new venture. Our mission became clear-cut: bring classic, unique, well-made toys from across Europe into Australian and NZ homes that could be passed down through generations for lasting fun
What sets your company apart from others in the industry?
We have always had a more classic approach to our range and like to think that our products will bring pleasure for longer. With this in mind, our range focuses on products that are mindfully made, with 80% of our range made from sustainable resources. A gift that can be shared, passed along and re-used. An item that grandparents can be proud to give, parents delighted with and the child actually enjoys for as long as they want it to do so!
What is your favourite product and why?
I’m going to be a little biased here and say it’s our in-wood mandala. This is from the in-wood mindful toy range which is our own range and produced by our son here in Australia. We spotted an opportunity in the market to create something special using sustainable, local timber and jumped right in. Before too long we had set up our very own factory! in-wood has brought joy during this difficult period with children and adults alike, re-entering the busy world after a period of stillness. We are also very proud that it recently became a finalist in the 2022 Clean + Conscious Awards.
What were the first steps you took to launch? And what would you say was the scariest part/your biggest fear?
Setting up a business is daunting - will it work? Is the investment worth it and do we have what it takes to make our idea come true? In my experience, even without specific industry knowledge, you can bring a fresh perspective using your expertise from other fields.
We showed the Lundby range at 2004 Toy Fair and though we got some orders it wasn’t enough to go ahead. So then the decision that had to be faced is, “Have I done all I can to make this happen?” and the answer was definitely “no” but one always asks oneself if we can do more don’t we? So I reached out to David Jones and each of the toy shops that I thought should range Lundby and they took it! And that’s how we sold our first container!
What do your customers love about your products?
They love that they are well-made and reliable. No retailer needs a “headache” after the sale.
What path led you to Life Instyle and what is it about the show that makes it a great fit for you?
We first exhibited with LifeInStyle back in 2006 (I think) when it was in its 2nd year. We loved the excitement of being with fellow entrepreneurs. It continues to have energy and enthusiasm about it. Everyone got dressed up to come – it’s an event to enjoy not endure.
Can you share your proudest moments in business so far
· I'm immensely proud of how far we have come in business all while raising two wonderful kids (who are now grown up) with my business partner and husband Peter.
· Co-creating the in-wood brand with our son and watching it double in sales each year.
· Winning Gold Awards at the Play for Change Awards and Best Toy Awards in Spain for products we have initiated with Miniland and Lundby over the past three years.
· Creation of the Aboriginal and Torres Strait Islander dolls with Miniland and Aboriginal Artist Garry Purchase has definitely been one of the most rewarding moments, and in turn being able to support Aboriginal-led charity Children’s Ground through the sales of the dolls has been a wonderful experience.
What is the best piece of business advice you have been given?
“It is amazing what you can accomplish if you do not care who gets the credit.” It was a plaque my father gave me. And the other piece of advice was “keep notes”.
Who are some of the other brands in Axis Toys & Gifts industry who you love/admire
I’m a huge admirer of handmade so I would have to say the dress makers in our local doll community. I have such admiration for their passion and skill in creating gorgeous doll and matchy matchy outfits.
Quick Fire Questions
1. Where do you see Axis Toys & Gifts in 5 years’ time?
Flourishing!! With a strong focus on expanding our own homegrown range further using local talent and resources.
2. Tell us a fact about yourself that will surprise our readers!
I originally trained as a PR Consultant and went on to have my own marketing consultancy for 15 years before starting this business with my husband Peter.
I identified a gap in the market and created the very first Australian book published for Small Business called “Small Poppies” which was an initiative that I undertook with Gillian Corban for the then NSW Department of Small Business and Regional Development. Interviewing business owners around NSW - who had both succeeded and failed and then started again- on what it took to be in business. This was incredibly inspiring.
3. Favourite meal
Hard to choose but probably VERY slow cooked beef brisket with coleslaw.
