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©Bistra Popova
©Bistra Popova
©Bistra Popova
©Bistra Popova
©Bistra Popova


  • Toy making
  • Plovdiv, Bulgaria
  • Atelier
  • Not open to the public
ESNAF TOYS Toy making
©Bistra Popova

ESNAF TOYS™ is an atelier that makes handcrafted wooden magnetic toys for children and adults. It was founded by Bistra Popova and Anastas Marchev – architects and partners in life. Started in 2013 in a small garage in Plovdiv, Bulgaria, where Anastas learned woodwork from his father and designed the first toys as a hobby for his son, today, the family atelier has a global partner network of 40 stores which sell their products.

©Bistra Popova

Their collections are used for children's play, travel games, animal learning and home decoration. The materials are sourced locally, the wood is not varnished or polished and the magnets are painted with eco-friendly colours, offering a whole new experience of play. “If you match the colours, you can build complete animals, but if you mix the colours then it becomes a whole new game, and your imagination can create endlessly”, Bistra explains.

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