Beautifully crafted, purposefully designed wooden toys – ready to shine in Aussie stores!
As the toy industry continues to evolve, so do the collaborations that shape how brands connect with retailers and families. One of the most exciting new partnerships in the Australian toy space is between Classic World, a global leader in sustainable wooden toys, and Johnco, their exclusive partner for the retail space in Australia.
What makes this partnership stand out is a shared commitment to purposeful play, quality craftsmanship, and educational value. Both companies believe in creating toys that do more than entertain – they inspire creativity, support learning, and encourage children to explore the world around them. With Classic World’s international expertise and Johnco’s strong local presence, this collaboration brings a fresh energy to the Australian toy market.
To mark the beginning of this partnership, Alain De Rauw, Classic World’s Global Sales Director, is visiting Australia for the Melbourne Reed Gift Fair this August. With decades of experience in the toy industry, Alain brings a global perspective and a clear passion for meaningful play. We caught up with him to talk about Classic World’s journey, what makes the brand special, and what lies ahead for this exciting new chapter with Johnco.
Interview with Alain De Rauw – Global Sales Director, Classic World
Classic World has been around for a while now – how did it all begin, and what was the spark that got things rolling?
Back in 1998, after working for a leading German toy company for several years, Sofiyia, our founder, decided to create her own brand with the goal of delivering better and higher-quality toys to children around the world. That’s when Classic World was born – and it has been inspiring children and families ever since.
You’ve worked with some iconic toy brands over the years. What made you join Classic World, and what keeps you excited about the role?
I started in the toy industry in 1991, working with the inventor of the Smurfs, Peyo, from Belgium. Later, I joined the Belgian distributor Dam (known for brands like 4M, Moluk, and Scratch), became a shareholder, and helped launch the business in France. After six years, I moved on to become the Global Sales Director for PlanToys, a role I held until January this year.
I couldn’t join just any company – I needed to feel a genuine connection. That’s what drew me to Classic World. First of all, Sofiyia. She’s a beautiful person – smart, quick, and deeply values-driven. I also saw a clear opportunity to help Classic World become a truly respected international brand. With the support of an incredible team, I want to elevate every part of the company, championing our core values and showing the world that we are a Chinese brand committed to quality and innovation. After all, many so-called “European” brands are also made in China – often by Classic World.
Our goal isn’t to be the biggest, but to be one of the most respected brands in child development, sustainability, design, and quality – all at accessible prices. Because for us, it’s vital that every child has the opportunity to play. Learning through play is everything.
What’s the energy like at Classic World these days? What are you most proud of when you look at where the brand is now?
There’s a strong belief that anything is possible. That’s the energy driving us forward. With Sofiyia, her daughter Yiren, our international design team in Paris, our in-house team, and the experience I bring – there’s no limit to what we can achieve.
I’m especially proud of the respect Classic World is earning across the industry and of the strong global network we’re building. A partner like Johnco is invaluable. You can buy a team, but that doesn’t guarantee success. A truly strong team has to be built – and that’s exactly what we’re doing together.
You’re visiting the Melbourne Reed Gift Fair this year – what are you most looking forward to about being back in Australia and reconnecting with local retailers?
I’m really looking forward to being there with Sofiyia and meeting the amazing Johnco team. I’m also excited to reconnect with retailers I’ve known from the past. Since news broke that Johnco is our Australian partner, several have already reached out to say they’re looking forward to seeing me and discovering the new collection. I’m sure it’s going to be a fantastic show. I can’t wait to see the wonderful people of Australia again!
Classic World and Johnco have just started working together here in Australia. What made this partnership feel like the right fit, and what are you hoping to achieve together?
I’ve always had a good feeling about Johnco – even with the previous owners. There was always a connection, especially through our shared experience with 4M Toys. When I met the new owners, I immediately knew it was the right fit. That human connection is crucial when you’re aiming for a long-term partnership.
And practically speaking, the timing was perfect. They didn’t yet have a wooden toy range, so it was a natural match. They’re helpful, friendly, motivated, and accessible – what more could you want in a partner?
Your toys are known for being beautifully designed and eco-friendly. How do new ideas come to life at Classic World – from sketch to shelf?
Beautiful design is important – but even more essential are quality and play value. When we design toys, it’s always with child development, sustainability, and aesthetics in mind. That’s how we differentiate ourselves. All of our wood is FSC-certified, and we don’t use single-use plastic in our packaging.
We also encourage families to buy less, but better – always at fair prices. We’re never fully satisfied and constantly strive to improve. New ideas come from everywhere: our team, our global partners, and even from me. I’m a big toy collector and have a sort of toy museum in Belgium. Some of our new products are inspired by vintage pieces from my collection. Just wait until you see what we have coming in 2026!
What’s one shift in the toy industry that’s surprised you over the years – and how has Classic World adapted?
So much has changed since I started in 1991– not always for the better. There’s less emotion in the business now. That’s why we’re passionate about supporting local bricks-and-mortar stores. But to survive, they need to rekindle the joy and magic of the in-store experience.
At the same time, we’ve had to evolve. In the past, having a good product was enough. Now, you still need that product, but you also need strong branding, storytelling, visuals, and video content. Without all of that, it’s hard to thrive in today’s market.
If you could share one message with Australian families discovering Classic World for the first time, what would it be?
Our message is simple: We’d be honoured if Australian families discovered how Classic World toys can help raise their children through meaningful play, while also contributing to a better world and a brighter future.
With a shared commitment to quality, creativity, and sustainability, the partnership between Classic World and Johnco is already laying the foundation for something special in the Australian toy market. As Classic World continues its global growth, this collaboration brings fresh energy and local expertise to help the brand connect with more families and retailers across the country. It’s a partnership grounded in shared values – and it’s only just beginning.
Discover Classic World at the Johnco Stand (D60) at Reed Gift Fair, 2 – 6 August
This article originally appeared in Edition 17 of The Toy Universe Magazine
