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About Us

The story of our LEGO® passion

The Kiddiwinks LEGO® brand might have been solidified in 2001, but the truth is our LEGO®  passion began long before that.

During her childhood in the 1970s, founder Bryony Poulter played with her treasured LEGO® sets, a piano, a milk truck, forklift and a family of people who had round faces and little knobble hands.

“Some of my earliest memories involve creating fantasy worlds with our treasured LEGO® sets.” – Bryony Poulter, Kiddiwinks founder

When her first child was five years old he had fallen in love with trains. After trying model railway sets unsuccessfully, they heard of the LEGO® System 4561 Railway Express and set out to track down.

After trying every store in Cape Town without luck, they went straight to the suppliers, LEGO® South Africa. While LEGO SA couldn’t supply directly to the public, they suggested contacting a certain shop. However, they too were unable to assist. Unwilling to accept this as the final word, a proposal was created and presented to LEGO® South Africa – to trade as a mail order business supplying LEGO® products to the public.

At that time, Kiddiwinks was a kids’ clothing business, creating original designs sold mostly in craft markets over the weekend. But that would soon all change. After a lot of persuading, LEGO® South Africa finally gave in and it was time to spring into action.

“Our first order was, indeed, our train with all its accessories.”

“There was a minimum order quantity at that time and we took orders from people until we had half that amount, and then agonised over how to make up the necessary figure to place the order.

“We started the business because we couldn’t purchase a LEGO® set that we wanted. But, over time, we realised that there was a gap in supply. Many people in the Southern Suburbs struggled to find the LEGO® products they wanted.

“This was the driving force for so long – to source and supply sets that people were looking for.

“As more and more businesses started stocking bigger ranges of sets, it became more important to grow a family of customers based on a mutual passion for a product.”

A few of the Kiddiwinks family’s favourite sets over the years

The launch of an online store came next in 2004 – the first time LEGO®  products were offered online in South Africa. The next year, online orders became possible to collect from the very first LEGO®-only shop, operated solely out of the Poulters’ garage, which served as storage and showroom all at once.  

The Kiddiwinks brand soon became the go-to for great LEGO® sets, offering more than just product, but experiences too. In 2006, they launched the LEGO® Education products, allowing home schools and individuals to get the products into their homes. No one else in Cape Town sold the education products then and this is still the case today.

It was around this time that Kiddiwinks got involved in the coaching and mentoring of the FIRST LEGO® League teams, opening the doors to the robotics offerings. In 2006 alone, Kiddiwinks entered four teams with three qualifying for nationals.

Kiddiwinks had expanded so well, that in 2007, they started supplying LEGO® products wholesale to small businesses.

The Kiddiwinks mail order-turned-online LEGO® supply business lasted for almost a decade before the decision was made to take the plunge into retail in 2011 with the opening of their Palmyra Junction shop. This was in part driven by a dip in online sales that Kiddiwinks had seen – presumed to be due to the increasing competition in the online space. 

“With my mother predicting the doom and gloom of financial failure, I signed a lease for a shop in a very surreal moment.

I still sometimes feel like I am playing shop-shop.”

The passion for LEGO® products has continued through 18 years of Kiddiwinks. Not only has the entire family become involved with Kiddiwinks – from grandparents to grandchildren – but they are all as enthusiastic about this magic brick as they were on day one.

The key, says Bryony, is to never lose sight of the magic.

“LEGO® bricks hold a world of opportunity for everyone, regardless of age, gender, race, ability.

“Find the moments to create a dinosaur that looks more like a horse or build a castle for a king. Don’t be limited by the ‘I can’ts’ that the world teaches us.”

Find out more about where Kiddiwinks started at  our About Us page or simply shop for your favourite LEGO® sets over at shop.kiddiwinks.co.za.

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The LEGO Group Women of LEGO®

The day The LEGO® Group turned its focus to girls

LEGO® play has always been a joyful and imaginative building experience for both girls and boys. But while many sets that boys could identify with were developed over the decades, it took The LEGO® Group several attempts to come up with a girls range that worked. 

In fact, 90% of the LEGO® customer base before 2011 was made up of boys, according to reports by the company. It’s no surprise then that The LEGO® Group chief executive officer Jørgen Vig Knudstorp announced their intention to “reach the other 50 percent of the world’s children” that year.


An animated TV series of LEGO® Friends premiered in 2014. While another series Another series titled ‘LEGO® Friends: The Power of Friendship’ aired on Netflix in 2016.

The company knew there was plenty of demand for a girls range. However, previous girls ranges weren’t successful as they focused too much on the play factor, and not enough on the LEGO® brick and its element of construction, which is what appealed as much to girls as it did to boys.

After careful market research, the toy company at last introduced a girls range that worked in 2011: LEGO® Friends. The range focused on giving girls between the ages of 5 and 8 an immersive LEGO® experience that focused on “realistic role-play, creativity, and a highly-detailed, character-based world with the core values of LEGO® building.”

“What LEGO® Friends does differently is deliver the beauty, details, accessories, real world themes and need for strong interior play that the research revealed would make all the difference for girls ages 5 and up.” – Nanna Ulrich Gudum

The range was groundbreaking in yet another sense: it introduced the curvy doll-like minifigure that LEGO® research suggested girls could identify with, focusing on five characters in particular: Andrea, Emma, Mia, Olivia and Stephanie.

These friends would adventure in their hometown of Heartlake City. Each character has her own interests and strengths such as animals, performing arts, invention and design.

LEGO Friends characters Stephanie, Mia, Andrea, Emma and Olivia
The main characters in the LEGO Friends range from top left: Emma, Stephanie, Andrea, Mia and Olivia.

LEGO® Friends came under some criticism for its seemingly limited role-play for girls to which the company responded by introducing a new range of sets for the characters offering a more diverse range of activities, including a veterinarian centre, an adventure camper and a tree house to name a few.

Even with this criticism, the overall response to LEGO® Friends exceeded the company’s expectations in its first year.

“[I]t has been amazing to experience the enthusiastic welcome, which consumers have given the new range, as well as know that we through LEGO® Friends have managed to introduce LEGO® play to millions of girls who had never received a LEGO® product before,” said LEGO® Chief Marketing Officer, Mads Nipper.

Find the amazing LEGO® Friends range at Kiddiwinks online shop or at our four stores!

What do you think about the LEGO® Friends range? Tell us in the comments below.

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About Us Women of LEGO®

Girls love building LEGO® sets too!

LEGO® play is by no means reserved for boys.

This couldn’t be better demonstrated than in the fact that Kiddiwinks’ own founder is Bryony Poulter, who herself grew up building LEGO® sets. This Women’s Month, we get talking to her about her insight into the wonderful world of LEGO® bricks.

“LEGO® bricks hold a world of opportunity for everyone, regardless of age, gender, race, ability. Don’t lose sight of the magic.” – Bryony Poulter, owner and founder Kiddiwinks

Why do you love LEGO® sets so much?

Some of my earliest memories involve creating fantasy worlds with our treasured LEGO® sets that were then carefully packed back into their boxes. I had a piano, a milk truck, forklift and a family of people who had round faces and little knobble hands. Play was simple but all absorbing for hours and hours.

What does a LEGO® brick mean to you?

Playing with LEGO® bricks together with someone else is such an easy way for all barriers to come down. Every skill level has a place to fit in. There is no limit to the scope of imagination.

What fuels your passion for LEGO® products?

There is a bond formed between people when they sit and build together. You can make a world where you can mirror reality or create an entirely new existence. LEGO® life is simple and yet infinitely complex. Your imagination is given free rein.

2018 will be Kiddiwinks’ 18th year. What would you say has been your biggest motivator during these past 18 years?

LEGO® System 4561 Railway Express was the first set to be brought in by Bryony for her oldest son in 2002. Then a clothing business, Kiddiwinks quickly evolved into a LEGO® shop.

We started the business because we couldn’t purchase a LEGO® set that we wanted. This was the driving force for so long – to source and supply sets that people were looking for. As more and more businesses started stocking bigger ranges of sets, it became more important to grow a family of customers based on a mutual passion for a product. This is the most important thing I ask for in my staff members – to display the passion for the product that more people can enter this amazing LEGO® world, and in doing so can experience the same magic that we experience every time we build.

What was it like to open your very first Kiddiwinks store?

With my mother predicting the doom and gloom of financial failure, I signed a lease for a shop in a very surreal moment. It was terrifying knowing that I had committed to paying tens of thousands of Rands every month and I was entirely dependent on people buying products. I still sometimes feel like I am playing shop-shop.

LEGO® sets haven’t always been so gender-inclusive. 

Our website used to have a category called Girls. One day I received an email from a young girl who complained that this limited her LEGO® options as she felt compelled to choose sets from this category as this is what was expected of her. She said she far preferred the sets that her brother was allowed to choose such as cars and boats where there was actual construction, instead of the fantasy play of the pop stage or kitchen counter and food sets that were labelled for her. We removed the category in response to this and, in addition, sent a message to The LEGO Group asking for more construction sets with girls in mind.

If you had to choose one, what would be your favourite LEGO® set of all time?

I think I have always been more drawn by the little details in sets as opposed to the vastness of an impressive construction. The simplicity of a LEGO® duck put together with 4 basic pieces is awesome. If I have to choose, I think the set that held the most magic for me was the Medieval Market Village 10193.

Tell us one wonderful memory you have of LEGO® bricks and your family.

We went overseas in 2007 and spent a glorious week in LEGOLAND Windsor. We camped in a borrowed tent and were first in the park every day, living LEGO® bliss in all its glory. I was pregnant with my youngest and he constantly reminds us that his turn is still to come….

Kiddiwinks has been instrumental in sharing its passion for LEGO® products through LEGO® parties, LEGO® exhibitions, robotics training and competing in the FIRST LEGO League challenge. Tell us a bit about how this empowers LEGO® fans.

So often assumptions are made about LEGO® sets. There is the assumption that everyone has knowledge of the product, and yet, at probably every third party we run there is a kid who has never played with a LEGO® set before. It is presumed that LEGO® bricks are for children, and yet the scope of how the LEGO® robotics components and skills can be used in university labs is mind-blowing. Every exhibition or display reminds us of how LEGO® creations open a world for people which is unlimited in its magic.

What’s your LEGO® wisdom? 

Find the moments to create a dinosaur that looks more like a horse or build a castle for a king. Don’t be limited by the “I can’ts” that the world teaches us.

Find out more about where Kiddiwinks started at our About Us page or simply shop for your favourite LEGO® sets over at shop.kiddiwinks.co.za.

Categories
Uncategorised

This is how you should be storing your LEGO® collection

Turn dreary clean-up time into a fun activity for everyone with these amazing LEGO® storage pieces from ROOM Copenhagen.

There’s no question that LEGO® sets are an absolute essential in every household. But, ask anyone who’s stepped on a stray LEGO® brick and they’ll tell you just how important it is to pick up those sneaky little pieces.

Storing LEGO® bricks and other pieces certainly isn’t as fun as building with them, or at least it wasn’t until ROOM Copenhagen introduced us to its amazing LEGO® storage units. Using the LEGO® brick blueprint, ROOM has extended the LEGO® experience to lunchboxes, drawers and large storage boxes, turning clean-up time into an awesome game of “build the oversized LEGO® bricks”.

SHOP LEGO® STORAGE

Not only are these bricks proportionate to the LEGO® two-by-two and four-by-two bricks, they are buildable just like your normal LEGO® bricks, making them that much more appealing to your average LEGO® fan. Colours that are currently in stock at Kiddiwinks include blue, red and yellow. 

As if oversized LEGO® bricks and lunchboxes weren’t enough, ROOM has also introduced the iconic LEGO® minifigure head with the trademark LEGO® smile. Open up the top and store your odds and ends, or simply use it as a cute decor  accessory.  You can even use the large version as a fruit bowl, as per a suggestion by ROOM!

The LEGO® Iconic Storage Head makes a quirky fruit bowl.

“Though made first and foremost with children in mind, our products are sure to please parents as well as any adults with a soft spot for the LEGO® brand,” explains ROOM on their website.

The storage pieces are created with a strong focus on quality and functionality, making them ideal to add to your home. The items are BPA and Phthalate free, and no PVC is used.

Take your LEGO® adventures one step further with this awesome range from ROOM and finally get the family to clean up after themselves!

SHOP LEGO® STORAGE

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Seasonal

What to get up to in the winter school holidays

School’s out for… winter! Which means there’ll be plenty of screen-time, sleeping in and maybe just a little bit of boredom. Avoid the dreaded moans of “I’m bored” by getting your kids stuck into building that challenging LEGO® set they’ve had their eye on all term.

Get engineering

For the older kids, LEGO® Technic™ offers advanced building. Each detailed model is inspired by vehicles from the real world, with loads of cool, working features. From pneumatics to motors, LEGO® Technic™ gets kids not just building but also engineering.

For the month of June, we’re running an amazing 20% off promotion on all LEGO® Technic™ sets, so get the sets you’ve been dreaming about and share the fun with your family and friends!

Get 20% off all LEGO® Technic™ and Power Functions sets, as well as the LEGO® BOOST Creative Toolbox and LEGO® MINDSTORMS® EV3, until the end of June!

Pay a visit to our four stores to check out the amazing LEGO® Technic™ displays in each!

Turn boredom into fun these winter holidays with LEGO
Turn boredom into fun these winter holidays with LEGO® sets.

An a-MAZE-ing LEGO Idea

After the heart-stopping adventures of Maze Runner, there’s really no reason why anyone wouldn’t want a go at creating their own maze from LEGO®, right? The LEGO® Ideas Maze is great, not only because it was created by LEGO® fan designer Jason Allemann from Canada and then selected by LEGO® fans, but also because it’s customisable. Yes! You can build your own maze to challenge yourself and friends, and there’s the awesome medieval-style maze which includes assorted buildable cottages, archway and castle.

Shop for the LEGO® Ideas Maze here and watch Jason talk about his design here:

Tots’ time

kid playing with lego

When it comes to keeping the very youngest members of the family occupied, there’s nothing more lovely than an outing to Kiddiwinks to get the LEGO® set of their choice. In fact, there’s a whole choice of June releases that will see them spending hours building, imagining and playing.

Pay a visit to our Habitat Centre store in Somerset West to spend time in our amazing play area too!

The LEGO® DUPLO® Train Bridge and Tracks set is great to add to any new or existing DUPLO® train set and develop early construction skills as your toddler builds the tall bridge and arranges the toy train track pieces in any way they like.

Kiddiwinks LEGO Train Bridge
Young fans of Unikitty’s universe can spend hours reliving favourite moments from the happiest, most sparkly and colourful TV series around with the LEGO® Unikitty™ Unikingdom Creative Brick Box.

Unikingdom Creative Brick Box

 

 

What are you waiting for? Turn winter school holidays into a delight with Kiddiwinks for those exciting LEGO® sets and enjoy hours of uninterrupted fun!