24 October 2022 Posted in Action News

Mini Matters: quality, safety and sustainability matters

Qualitative and durable toys for children from all households made accessible by Action with our private label: Mini Matters. The assortment exists of primarily wooden toy products and plush made of sustainable materials. Mini Matters was launched three years ago with safe top-class toys at highly competitive prices. Something we are still really proud of. All toys are unisex. Like the dollhouse and the wooden puzzle with animals. With the holiday season ahead of us new Mini Matter toys with a renewed look and feel find their way to our shelves this season. Curious about the sustainable toys? All the Mini Matter items and many more toys are now presented in our special presents leaflet (in Dutch).

Jan Speerstra, Buyer Toys & Entertainment explains: “We renew the toys based on the latest demands of our little customers between 1 – 8 years old. The toys are suitable for every wallet. From a small car for €3,99 to a kitchen for €54,95. All FSC-certified. Without compromising on quality. That comes first.”

Durability guaranteed by quality and safety

Quality plays a key role in the designed toys within our own Mini Matters brand. All Mini Matter toys are durable and sourced via direct import. This offers us the ability and advantage of having full sight and control over all aspects of the toys quality. Jan: “The results of the benchmark that we carried out in 2021 show that our toys often score higher than wooden toys from A-brands and other retailers. A great result that we continue to strive for.”

The toys comply with international quality and safety requirements. In addition, the wooden products have the TÜV/GS certificate. This is an internationally respected quality label that guarantees the highest quality and safety. Jan: “We make sure the quality labels are extra visible on the Mini Matters packaging, because we know customers consider it just as important as we do.”


Our Mini Matters toys are aimed to stimulate children’s creativity. With the FSC quality label our customers can be certain that the used wood has been grown and felled in a way that is responsible for people and the environment. The label on the plush animals explains the recycled PET bottle filling that is used. The number of sustainable solutions that are possible is rising. This gives us the possibility to offer more and more sustainable products on our shelves.