ESNAF TEAM

Life leads you from one story to another and when you look back you see how all the stories are connected and how one helps the other to develop.

We are a team of architects at work and a family in life. As architects we always have crush on design. We love drawing and looking for interesting concepts. We pay attention to the materials, we have favorite ones, we research how a material is crafted and that leads us to how to use it. In 2013 we became parents of a boy Stanimir and we raise him parallel to raising our company.With him we discovered a whole new world which we never knew about before. Surrounded with baby toys, clothes and nursery we somehow started to think and form a vision of what we want to be the environment at home. And the natural material wasn’t the only issue we look for. We look for smart toys, challenging and meaningful. We also didn’t want to lose our connection with the architecture.

Anastas – the “hands” of our team, has the skills of wood work and a family workshop. Aside the architecture we tried furniture design, first for our home then for making some design objects but we were never satisfied with the ideas, they weren’t enough sparkling… Anastas (ex-graffiti writer) always draws something in his notebooks. He has lots of animal drawings. If he doesn’t have a notebook he grabs a trash material around him, fold it and give you a gift like a cat from a wire, or a deer from a string. If he is in the workshop he always comes with a wooden animal from the spare material. One day Anastas came from the workshop with the African animals. He had taken his notebooks, an old wood boards from an old flooring and his drawings came alive. Wondering how to make joints between the legs and the body of the animals, some magnets came out and he assemble them together. I remember those day he came with this toys and we play with them the whole evening.

Me – Bistra, the leader and the creative part of the team, I always look for the concept of the design and something didn’t give me the peace. As the woman in the team I always look after the details and I didn’t like the absence of colors of magnets at all. Then “BAM..” all parts came together because once we put the colors of the magnets the real concept of the play came out. If you match the colors you make the right animals and if you mix the colors then it is up to you and your imagination. So for the rationalists there is an intellectual challenge but for the irrational part of us there is a funny game of who will make the weirdest creature and name it. ☺

Through the last seven years we grow our boy as long as we develop our brand. We create different collections, each one with its own concept, personality and challenge. Then we noticed that adults start buying the toys for themselves too. They use them to play when travel, to make a funny gift or to decorate home. That is how we created some of the toys in XL size and we called them “Wooden magnetic toys for kids and adults”.

In 2020 we welcomed a new partner to our team Digital space living lab and an old friend who we met through the toys – Stavri Nikolov. We believe that nothing comes and goes to life without purpose and we hugged this proposal. Now we will work together on the old project and we plan a new ones, who will connect us even more.

Through the years we manage to hear another point of view for our toys. We realize that sustainability is not only in the material, the technique and the usage but it is in the concept itself. We wanted to grow our toys as toys that will be kept in generations – one of those ones which your grandma takes out of the chest when her grandchildren visit. Toys that go through our lives and soak all its moods, emotions, thoughts and experiences. Now as we share with you our journey we are getting back to work to make ‘TOYS FOR LIFE!’.