About us

Welcome to ABEL! We’re Folko and Jelmer, two Dutch brothers who embarked on a heartfelt journey in 2016 with a simple idea: to create toys that ignite sparks of creativity and bring joy to children and adults alike.

Our childhood memories overflow with cherished moments of boundless space, adventure, and the joy of unplugged play. Inspired by those magical experiences, we crafted Abel wooden toys as an expression of our love for making life an extraordinary adventure. We yearn to discover new things, push boundaries, and share the wonder of this world, all while contributing to making it a more beautiful place.

From our beginnings as a small webshop offering play tents, our passion led us to design more open ended toys, starting with the beloved ABEL Blocks. With each passing year, we’ve added new creations to our lineup, including the ABEL Blocks Mini and the Golden Ratio set. The joy of sharing our toys with families worldwide fills our hearts with gratitude.

At ABEL, our mission is to inspire creativity across the globe. We believe in the transformative power of play, allowing imaginations to soar and new ideas to blossom. Every design we craft is rooted in our love for nature and draws inspiration from other open-ended toy brands. The creative process is an enchanting adventure for us, where we dream up new ideas and bring them to life.

Our commitment to sustainability is deeply ingrained in every aspect of what we do. From using FSC-certified beechwood to fostering safe and healthy working conditions, we strive to create toys that are not only kind to the environment but also empower communities. For us, it’s all about treating our planet and its people with love and respect.

We’re devoted to continuing our journey of designing captivating toys that inspire creativity across generations. Our hope is that our toys will bring endless joy and help you create beautiful memories together. Thank you for choosing ABEL