Passion for toys

expertise for growth

We bring your toys ideas to life

From concept and design to manufacturing, packaging, and in-store marketing

KidsValley Ltd was born from the lifelong passion of its founders, rooted in a family tradition in the toy industry. This legacy fostered not only a deep understanding of the market but also the vision to create a company that delivers complete, end-to-end services for brands, manufacturers, and distributors worldwide.

Headquartered in China, KidsValley develops its own brands and products while also providing full-scale production services customized to each partner’s needs. From concept design and manufacturing to packaging, marketing, and global distribution, we turn creative ideas into successful toy lines.

Driven by innovation, flexibility, and a strong awareness of emerging trends, KidsValley continues to evolve within today’s dynamic and creative toy industry. We are committed to inspiring play, empowering our partners, and delivering imaginative products that bring joy to children around the world.

What drives us: shaping the future of play

At KidsValley, our mission is to design and deliver original toys and creative concepts that spark play, learning, and imagination for children and adults alike. With decades of industry expertise and a global perspective, we develop our own brands and collaborate with trusted partners to bring high-quality, visually engaging products to diverse audiences around the world.

Our vision is to become a global leader in the toy industry, recognized for innovation, creativity, and positive impact. We aim to transform play into a universal language that connects people across cultures, offering experiences that are both fun and enriching: one product, one story, one smile at a time.

Values

Creativity

We believe creativity is for everyone at any age.

Experiences

We turn ideas into play, and play into lasting experiences.

Enrichment

Every product is a chance to imagine, connect, and grow.

Design

Our toys don’t just enterain— they tell stories, spark curiosity, and build emotional connections.

Emotional

At KidsValley, design, quality, and imagination go hand in hand.

Who we are?

We are “glocal” – we develop our projects with both an international and local mindset, working together across different locations, backgrounds, experiences, and perspectives to create outstanding products and long-term partnerships.

Co-Founder

Toni Viñas

From Vic (Spain), he is a toy specialist with over 30 years of experience in the industry.
He began as the 4th generation managing his family’s retail business and went on to become president of a Spanish retail group with more than 100 stores. Since 1991, he has been overseeing operations and product development in China, gaining extensive experience in international business.
Through his own company, he has collaborated with high-profile clients such as LEGO, Simba Toys, WDK Partner, Toy Planet, RBA, and Immaster.
Currently, he moves between Spain, China, and wherever business takes him around the globe.
A passionate fan of photography, travel, sports, and the mountains.

Co-Founder

John Chen

John Chen brings over 15 years of frontline experience in toy design, manufacturing, and global business strategy.
Born in Taiwan and raised in New Zealand, John blends Eastern resilience with Western innovation. He holds a degree from the University of Auckland and an Executive MBA from the University of Liège.

John is currently channeling his creative and operational leadership into Kids Valley Limited, a brand house he co-founded with Toni Viñas. The company focuses on developing innovative, design-led toy lines with strong global potential.

Beyond business, John is passionate about human potential and performance. He is a certified Flow60 instructor, integrating this holistic physical and mental training system into his leadership philosophy. His daily routine includes cold plunges, mindfulness, and strength training, which he credits for fueling his growth both as a father to Josie and Nathan and as an entrepreneur navigating today’s complex global landscape.

Designer & Marketing

Sylvia Guasch

Sylvia Guasch is a multidisciplinary designer based in Barcelona, with a strong background in branding, editorial, and packaging design. She studied at the Escola d’Arts d’Olot and La Massana School of Art and Design in Barcelona, two institutions that laid the foundation for her
artistic and design approach. Her career spans collaborations with leading creative agencies, where she has contributed to the development of visual identities, product packaging, and storytelling for a wide range of brands and industries.
At KidsValley, Sylvia brings a refined design sensibility and deep attention to detail to every project—shaping the visual universe of each product with both creative vision and strategic thinking.
She works closely with the creative team to ensure consistency, originality, and a playful yet thoughtful aesthetic across all touchpoints.