In the world of business growth in Nigeria, we have seen businesses crash, thrive and struggle. Several businesses could not make it to their fifth year and some are leveraging the population of the country to aid their growth. Today, Mrs Omotola Lawson, the founder of the Delightful Toyshop, industry was able to uphold her business for 15 years and still growing surprisingly.

Her story is a picture of innovation, dedication and transformation. Lawson turned her frustration into what helps facilitate child development, job opportunities for her staff and transformation in the Nigerian toy industry.

Entrepreneurship, Toy distribution, play consultancy and Train-the-trainer

Entrepreneurship: Feeding a vision
The journey of Delightful Toyshop started from the personal experience Lawson had years back while trying to get a perfect toy for her daughter’s birthday. This desire revealed a gap in the toy industry in the Nigerian market. There were limited quality toys in the market and no specialty toy stores. The few stores that sold quality toys had a very limited range tucked in the midst of a vast variety of other products. With a determined heart to fill this void, she decided to do market research and know the things to do to make her ideas successful as a former bank worker. Therefore, Delightful Toyshop was established in 2009 as an online store with various sections of toys and learning materials aimed at encouraging perfect child development. Subsequently, she introduced physical stores to their channels of customer contact.

Her goals went far ahead in business growth especially how she made her store, Delightful Toyshop a go-to store during the COVID-19 pandemic. She ensured that her store became the provider of toys and educational materials that helped keep children learning and creative during the lockdown. While feeding her vision, she ensured to accommodate new ideas that can help her entrepreneurial goals and provide impact on child development. She also ingeniously organised webinars that complemented the message on the power of play.

Toy Distribution: Expanding Reach
Lawson was dedicated to providing quality products and services to the Nigerian market. This made her partner with international toy companies like with MGA Entertainment (holding company of Little Tikes, LOL Surprise, Bratz and many other brands) and Mattel (an international toy manufacturing and entertainment company that owns great brands like Barbie, Hot Wheels, Fisher price, Thomas & Friends etc). This partnership brought a lot of eye-opening to the toy industry in Nigeria. Delightful Toyshop brought international toys to the doorstep of Nigerian children to ensure that they have the taste of what other children are enjoying worldwide.

Delightful Toyshop announced its partnership with MGA Entertainment distributor around October 2017. Through this, high quality and innovative toys were imported into Nigeria and were made to be accessible to Nigerian families. In like manner she collaborated with Mattel around November 2019 and shipped in toys that can entertain and educate children in West Africa. Her collaboration with these toy companies shows the level of her expertise in the business of play. The innovative idea to always provide the latest toys in her store is worth emulating by upcoming entrepreneurs.Delightful ToyShop continued to bring happiness to the faces of countless children with its innovation.

Play Consultancy: Assisting Learning Through Play
Omotola Lawson became a play consultant owing to her understanding of how play can improve a child’s development. She knows that toys are not just for play but also for learning and development. Being a play consultant, she embraces the role of introducing play into educational curricula and school settings. With this, it is evident that children can have an all-round education that involves academics and creativity.
With her physical and online store, she has various toys that can meet the needs of children at any level of development. Her store is curated with puzzles that improve problem-solving skills to toys that enhance mental, social and emotional development. Some of these toys really helped during the lockdown to encourage remote learning.
Lawson ensured that her consultancy covered schools and parents on the ways to include play into children’s daily activities. She taught them how to build an environment that encourages engagement among the children. She believes that a stimulating environment will encourage the children to learn. With her understanding of play, she boasts of how education can be improved with play to ensure that children playfully learn life skills.

Train-the-Trainer: Teaching Educators
Mrs Lawson is determined to be dedicated to training educators to show them the importance of children playing with the right tools. She knows that the lack of workshops for educators will limit the achievement of her vision. Therefore, she understood the importance of giving educators the right knowledge and tools to have an impactful change in the educational sector. This programme aims to teach educators the skills needed for the implementation of play-based learning into their indoor and outdoor classroom activities.

The workshop focuses on the benefits of toys and learning materials in having complete teaching plans. During the workshop, she engages them in hands-on training sessions and provides manuals that describe how to use various toys to achieve the said aim. With the way she shared her knowledge, she is so sure that teachers are ready to make use of the workshop and have an active learning environment.

There is an example of a school owner who went ahead to Delightful Toyshop’s head Office in Ikeja to confirm the quality of the toys they provide. She came across the name of the store on social media and visited the store from far Lekki. To her surprise, she filled her car with a lot of toys and educational materials because she was so interested in helping the development of her pupils. She bought a lot of items however, when we followed up weeks after the purchase, she said her teachers were not using the toys in their classes and just kept them away. With the proprietress’s approval, Mrs Omotola took it upon herself to connect with the teachers, discovering what the issues were and guiding them to a new perspective on toys and play. The reward to gratifying as the school reported later that the teachers were using the toys passionately in their classes.

Conclusion
Lawson’s diverse career and goals are a result of her dedication to trying new things that are beneficial to children’s development through entrepreneurship, toy distribution, play consultancy and Training. Her leadership skills have set Delightful Toyshop as the number one retailer of toys in Nigeria and she has also improved the educational experience of children. By showing the benefits of play in learning, she ensures that the upcoming generations have enough resources and equipment to aid their development.

Despite the clear benefits, implementing the Toy Policy requires a concerted effort from all stakeholders in the Nigerian education system. Lawson is tirelessly campaigning for government support at all levels. “We need policies that recognise the importance of play in early childhood education,” she asserted. “It’s time for our leaders to take action and invest in our children’s future.”

In her public appearances and publications, Omotola Lawson consistently called on policymakers to embrace this innovative approach. “Education is the cornerstone of our nation’s future,” she declared. “If we want Nigeria to thrive, we must start by giving our youngest citizens the best possible start in life.”

A Brighter Future; Looking ahead, Lawson is optimistic about the impact her efforts will have on Nigeria’s education system. “I believe that with continued advocacy and collaboration, we can transform early childhood education in this country,” she said confidently. “The Toy Policy is just the beginning. It’s a step towards creating an environment where every child can discover their potential and pursue their dreams.”

Lawson’s vision for a play-based education system is not just a dream but a practical and necessary reform. By fostering an environment where children are excited to learn and explore, Nigeria can lay the foundation for a brighter, more prosperous future. As Lawson aptly puts it, “When children play, they learn. And when they learn, they grow in intelligence. This is the future we must strive for.”

In the heart of Lagos, Omotola Lawson stands as a beacon of hope and innovation in the realm of early childhood education. Her unwavering commitment to transforming the educational landscape through the Toy Policy is a testament to her dedication to Nigeria’s children. As she continues to advocate for this vital change, there is no doubt that her efforts will leave an indelible mark on the nation’s future, one child at a time.