Coming soon to a catalogue near you

Last updated 11:37, Tuesday, 21 October 2008

Caitlin, Thomas and Lucy come into the hall, grinning from ear to ear as they slip off their shoes and wait for instructions to sit in front of the camera. Paula Holden, headteacher at St Cuthbert’s, said: “It’s absolutely fantastic. Jo approached us and we instantly said yes.

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One, Twoey, three, testing: Lucy Bell (left) and Caitlin Jefferson see how well the firm’s products perform in real life

Today is quite a treat for them: they have been invited to do a photo shoot with new Twoey Toy products.

The Wigton-based firm supplies educational toys to schools across the country and Europe, and for the last few years has used the help of pupils at local schools not only to model the new products – the pictures are used in their catalogues and brochures – but to road-test them too.

And as a thank-you for providing the venue and models, the participating school gets to keep the products.

This trio are among 30 pupils chosen to take part in the photo session at St Cuthbert’s RC Primary in Wigton. The school hall has been transformed into a makeshift studio where photographer Phil Butcher has set up his equipment. Designer Rob Wall and commercial manager Carole Lowry are here to set up the different products, which range from a theatre to a block of flats, and co-ordinate the shoot.

“We had got to a stage where our own children and our employees’ children were too old to try out the toys,” explains Jo Miller, director of Twoey Toys. “Then we thought we could link up with local schools and provide an experience and a learning process for everyone.

“Coming into the schools and involving the local workforce means we put something back into the community.”

“It’s a great benefit for us to get the products for the school. The shop and theatre are fantastic, and obviously children learn through play and role play. It’s a great opportunity, because obviously schools don’t have money coming out of their ears.

“I sent out a letter asking for parents’ permission for the kids to model and it’s the biggest response to any letter sent out. We had to divide it up to make it fair, and it’s four from each class, as we can only have 30 kids in total.”

Twoey Toys is one of Cumbria’s business success stories. It was set up by Jo’s father Michael, who started making toys for his grandchildren in his garage in Caldbeck. The firm then sold some furniture to a friend’s private nursery before taking a stand at a trade show in London. Today it supplies furniture and toys to schools and libraries throughout the UK, and exports its products to France and the Netherlands.

“My dad is a mechanical engineer by trade, but he was quite an entrepreneur and always very hands-on,” adds Jo. “But I never dreamed it would get to this. It’s very rewarding.

“Because we’re from the East End [of London; the family moved to Cumbria when Jo was a child], it’s where families stick together. Family ventures come naturally. There’s always someone to help you, and you are always ready to help someone else. We can all learn and benefit from that.”