20 Years of Mimitoys: What Has Changed Since 2004?

More than twenty years of Mimitoys

When I started Mimitoys in 2004, online shopping was still relatively new in Ireland.

Many people were unsure about entering their card details online, websites looked very different and social media was not part of how a small business reached its customers.

I could not have predicted how much would change over the following twenty years. I also could not have predicted how much Mimitoys itself would need to change.

Starting with toys for younger children

In the early days, I mainly associated educational toys with toddlers and preschool children.

The original Mimitoys range reflected that. There were wooden toys, puzzles, early-learning activities and products designed to support the first stages of play and development.

As my own children grew, I became increasingly aware that older children still needed interesting things to do and also older children played and needed to play!

Finding suitable toys for children aged eight and over was more challenging. At that age, children begin to develop stronger interests, hobbies and personalities. They may be drawn to art, construction, engineering, sport, science, games or imaginative play.

This encouraged me to expand the range and look for products that could offer a genuine alternative to screens.

Learning to adapt

Running a small business for more than twenty years has involved plenty of ups and downs.

There have been successful periods, but there have also been times when sales were not enough to provide a salary or comfortably cover the costs.

There were moments of self-doubt and plenty of occasions when I wondered whether I should continue.

I kept Mimitoys going by adapting to changes in demand, trying new ideas and taking on jobs that were often well outside my comfort zone.

Sometimes I felt as though I was changing hats several times in one day: choosing products, answering customers, packing orders, working on the website and trying to understand another new piece of technology.

A business that worked around family life

Mimitoys also gave me the flexibility to work from home while my children were growing up.

That did not always mean an easy balance. Working from home often meant fitting the business around school runs, family commitments and the unpredictability of everyday life.

However, it allowed me to continue building something of my own while still being present for my family.

My youngest has now completed his Leaving Certificate, which feels like a significant milestone. The business that once had to work around young children and school days is entering a different stage too.

The unexpected growth of puppets

One of the biggest changes has been the growth of the puppet range.

Puppets began as one category among many on Mimitoys, but they gradually became an increasingly important part of the business.

They were chosen by parents, teachers, therapists, schools and early-years settings for storytelling, communication, imaginative play and simple everyday fun.

That growth eventually led to the creation of Puppets Ireland, a dedicated website where the full puppet collection could have its own identity.

What has not changed

Technology has changed. Online shopping has changed. The products people look for have changed.

What has remained is my interest in toys that encourage children to participate rather than simply watch.

I still look for products that support creativity, communication, concentration and imagination. Sometimes that comes through a family game, an art activity, a construction set or a puppet with a very big personality.

Mimitoys may continue to change, but the belief behind it remains simple: children of every age benefit from opportunities to play, create and discover something for themselves.

Thank you to everyone who has supported Mimitoys during the past twenty years. Every order, review, recommendation and returning customer has helped to keep this small Irish business going.

Myriam Doyle - July 2026