Our Story

Founded in 1988 by a husband and wife team, Plum is proud to be a family run business with over 35 years experience…

Juggling the delights of family life with three children and the demands of running a business, founders Jonathan and Diane Schaffer know a thing or two about keeping little minds occupied.

“Like every parent, we wanted our children’s childhood to be magical. Young minds work in mysterious but wonderful ways. At Plum we’re all about creating the tools to let their imaginations run wild.

Playgrounds aren’t what they used to be; yet activity play is so vital to a healthy and happy start in life.

From launching our first toy over 30 years ago to now, selling to more than 40 countries, it’s been quite a journey! I like to think we’ve picked up a few learnings on the way; we’re passionate about designing and manufacturing toys that look great, are super safe, and have that all-important fun factor!”

Plum Play Our Story

This little boy is now our Managing Director, Paul Schaffer

Early on in the Plum® journey, and while still at school, Paul got stuck into the day-to-day joys of working in a family business. From answering customer service calls to sorting spare parts and packing brochures, he has seen the company develop from a desk at the family home to the leading international brand it is today.

“It has given me incredible pride to watch the business grow under my parents and now lead us forward upholding our core values that make Plum so special. We are in such exciting times as a business and continue to create experiences for children that enrich their lives.”


Let the fun begin!


At Plum® we want play to inspire thinking, creativity, imagination, understanding, and most of all to be fun. Our philosophy is to create a world that is rich in every play possibility, where products are reassuringly safe, of great quality and are kind to the environment.

Plum Play® lets kids rediscover the magical world around them and throughout their childhood experience a ‘life at play’.

The benefits of healthy active play are profound as children grow and begin to develop their physical skills, self-confidence and make sense of their surroundings. Plum® activity toys nurture curiosity and creativity in a safe and fun environment, allowing children the freedom of play and you the parent peace of mind.