Marketing & Getting Clients

How to Get Clients for Your Handmade Toys Business

Getting clients for a handmade toys business requires a different approach than selling mass-produced products. Parents and gift-buyers are looking for quality, safety, uniqueness, and often a story behind what they’re purchasing. Your marketing needs to emphasize craftsmanship, materials, safety standards, and what makes your toys different from what’s available at big retailers. The good news is that handmade toys have genuine emotional appeal—you’re not competing on price, you’re competing on value, personality, and trust.

Your early clients will likely come from direct personal outreach, online marketplaces, and word of mouth rather than paid advertising. As you grow, a mix of social media, email marketing, and local presence will drive consistent sales.

Who Your Ideal Clients Are

Your primary customers fall into three overlapping groups: parents buying developmental toys for their own children (ages 0–8 typically), grandparents and aunts/uncles shopping for gifts, and educators or childcare centers buying bulk or specialty items. Parents in this market tend to be intentional shoppers who value safety, sustainability, and educational value. They’re willing to pay $15–$80 per toy because they see the investment in quality. Many actively seek out small-maker businesses and prefer buying directly or from independent sellers rather than big-box stores.

Secondary clients include Montessori schools, preschools, occupational therapists, and special needs programs that buy handmade toys for therapeutic or developmental purposes. These institutional buyers often reorder and pay invoices promptly. Gift-buyers—people shopping for baby showers, first birthdays, or holiday gifts—are also valuable, especially in October through December when spending peaks.

Your Best Marketing Channels

Etsy and Amazon Handmade

These platforms are your foundational sales channels for the first year. Parents actively search for handmade toys on Etsy, and the platform’s built-in trust and review system work in your favor. Amazon Handmade reaches a different audience and has lower competition in certain toy categories. Combined, these platforms can generate 30–60% of early revenue without you needing to drive external traffic.

Instagram and Pinterest

Visual platforms are essential for toy marketing. Instagram lets you show your process, finished toys, and customer families playing with your products—this builds emotional connection and trust. Pinterest drives high-intent traffic; parents actively pin toy ideas and gift guides. Posting consistently (3–4 times weekly on Instagram, weekly on Pinterest) with quality photos of your toys in use will drive organic traffic to your shop over time.

Local Markets, Craft Fairs, and Holiday Markets

In-person sales events let customers see and touch your toys, ask questions, and build face-to-face relationships. A weekend at a farmers market or holiday craft fair typically costs $25–$150 in booth fees and can generate $200–$800 in sales depending on foot traffic and your pricing. These events also build your local reputation and create opportunities for word-of-mouth referrals.

Email Marketing

Once you have customers, email is your highest-ROI channel. A simple monthly newsletter with new designs, behind-the-scenes content, and exclusive discounts to subscribers keeps your business top-of-mind. Parents often buy toys on a recurring basis—new siblings, friend’s birthday gifts, seasonal holidays. Email captures repeat customers at a cost of $20–$30/month.

Partnerships with Parent Blogs and Local Businesses

Reach out to parenting bloggers and mommy influencers in your region to send them a toy for honest review. Partnering with children’s boutiques, consignment shops, or local toy stores for wholesale or consignment arrangements expands your reach. You take a smaller margin but gain shelf space and credibility.

Google Shopping and Local Search

Optimize your Etsy or Shopify shop for search terms like “handmade wooden toys [your city]” or “developmental toys near me.” Local parents use Google to find makers, and appearing in local search results builds authority and drives foot traffic to markets or a physical location if you have one.

Getting Your First 3 Clients

1. List your shop on Etsy and one other marketplace. Set up professional product photos (plain background, toy in use, size reference), clear descriptions emphasizing materials and safety, and competitive pricing. Launch with 5–8 products to establish a credible shop. Budget $20 for Etsy setup.
2. Reach out directly to 20 people in your network. Email or message friends, family, colleagues, and acquaintances with a link to your shop and a specific offer: “First 10 customers get 15% off—I’d love your feedback.” Personal outreach converts far better than hoping people find you.
3. Post on Facebook groups for parents. Join local parenting groups, “buy nothing” groups, and toy enthusiast communities. Introduce yourself and your shop without hard selling. Answer questions about materials, safety, and customization. Most groups allow sellers to post occasionally; check rules first.
4. Apply for a local market booth. Sign up for a weekend craft fair or farmers market. The deadline is often 30–60 days out. Set a goal to get 2–3 direct sales at the event, which counts toward your first clients.
5. Create a simple landing page or Instagram account. Direct people to a single, professional entry point (Instagram or a Shopify storefront). Include a clear call-to-action: “Order now” or “Message for custom orders.”
6. Ask your first customers for reviews and referrals. After shipping, include a handwritten thank-you note and ask them to leave a review. Offer a small discount ($5 off their next order) if they refer a friend who purchases.

Building Referrals and Word of Mouth

Word of mouth is your biggest long-term advantage as a handmade toy maker. Parents talk to other parents about products their kids love, and a thoughtful gift toy gets discussed. Make referrals easy by including a small card with every order that says something like, “Know someone who’d love handmade toys? Share my shop—use code FRIEND15 for 15% off.” Ask satisfied customers on social media to tag friends. Encourage repeat customers by offering loyalty discounts: 10% off their next order after their first purchase.

Building relationships with parent influencers, bloggers, and educators pays dividends. Send a toy to 3–5 local parenting influencers (people with 5,000+ engaged followers) for honest review. Offer bulk discounts or custom orders to preschools and therapy offices so they recommend you to parents. These relationships create sustainable referral channels that require minimal ongoing cost.

Your Online Presence

You need at least two things: a professional shop (Etsy, Shopify, or both) and an Instagram or website. For credibility, your online presence should clearly show your process, materials, safety standards, and face or story. Parents want to know who’s making their child’s toys. Include a simple “About Me” section with a photo, your background, and why you make toys. Display any relevant certifications (toy safety testing, business licensing, insurance). Clear product photos from multiple angles and in use are non-negotiable—blurry or poorly lit photos cost you sales.

Your shop should load quickly, have clear pricing, and display shipping times upfront. Include a customer service email and response time commitment. Building trust online is critical in this business because you’re asking parents to trust you with products their young children will use daily.

Social Media Strategy

Instagram and Pinterest are your core platforms. Instagram is where you build personality and community—post 3–4 times weekly with photos of toys, your workspace, the creation process, and customer photos. Use hashtags like #handmadetoys, #woodentoys, #toymakersofinstagram, and location-specific tags. Stories and Reels showing quick toy creation clips or tips for parents using your toys get higher engagement than static posts.

Pinterest drives traffic directly to your shop. Create pins for each product (vertical format, 1000 x 1500px) and pins for blog content if you write it. Repin content related to child development, gift guides, and toy safety. Pinterest users actively plan and search for toys, making it a high-intent platform. TikTok can work if you’re comfortable on video, but Instagram and Pinterest should be your priority.

Paid Advertising

Hold off on paid ads until you have 10–20 sales and reliable unit economics. Once you know your profit per toy, start small with $10/day budget on Instagram or Facebook targeting parents ages 25–45 with interests in parenting, eco-friendly products, and small business. Test one ad with one product photo and a clear message: “Handmade, safe, developmental toys for your little ones.” Track which ads drive the lowest cost-per-purchase and scale those. Google Shopping ads and Etsy Ads can also be cost-effective once you have baseline sales data.

Client Retention

• Send a handwritten thank-you note with every order to build personal connection.
• Offer loyalty discounts: 10% off for repeat customers, 15% off for referrals that result in a sale.
• Build an email list and send a monthly or seasonal newsletter with new designs and exclusive offers.
• Create custom or personalized options to encourage bigger orders and stronger attachment to your brand.
• Respond to customer inquiries and messages within 24 hours to build trust and responsiveness.
• Encourage customers to post photos of their kids with your toys and repost them on your account (with permission) to build community.
• Offer gift wrapping or custom packaging for an extra $3–$5 to increase order value and create a premium experience.

For more concrete tactics, check out the fastest ways to get your first 10 handmade toy customers, explore the best marketing tools for your handmade toys business, and learn about local marketing strategies for handmade toy makers.