Writing her own toy story

Sandra Hoffman was in a quandary. She was looking around for a toy store where she could pick up an educational toy for her kid but could not seem to find any to her liking.

Hoffman, who was working as a senior executive for a Dubai-based export firm, used to pick up toys for her sons Julian (7) and Angelo (6) whenever she travelled on business.

But she found that there were not many shops here which sold toys that would intellectually stimulate a child.

So she decided to do the next best thing – set up such a store in Dubai. (Smart Discovery which opened in Palm Strip Mall, Jumeirah, in 2003).

“The idea was to have toys that encourage children to play and learn. I believe toys should engage the child mentally and stimulate his/her imagination. When I go out to buy or browse on the Net I always select toys which will help in a child's all-round development. Above all, fun remains the core element in making the choice.''

Hoffman, a mother of two and a businesswoman, is a happy and cheerful person who seems to be enjoying what she is doing.

She says that it's possible to be successful and happy at the same time if you know what you want in life and plan things accordingly.

Her shop sells creative toys, which Hoffman orders mainly from Germany, France, the Netherlands, and a few from America and Thailand.

Before starting the company, she spent a whole year doing market research and trying to identify suppliers who specialised in such toys.

Working with a dedicated team of four, Hoffman also organises birthday parties, puppet shows and summer camps at her store.

“We try to provide something unique for the kids, be it toys or activities. The parties are tailored to the needs and character of the child. To understand a child's needs one should look at the world through the child's eyes. When I recruit staff, I look for individuals who love children and have the ability to let the child in emerge. I also feel that being a mother helps me understand children's needs better,'' she adds.

Hoffman also enjoys helping parents and kids select appropriate toys and giving them gift ideas.

“The most important aspects are to involve the child in the selection process and to choose toys that will challenge his imagination. I encourage parents to monitor their children during playtime, but I also emphasise the importance of playing a supervisory role and giving children room to learn through trial and error. This way they [children] develop their intellect and learn to experiment and discover things on their own,'' she says.

Today, she is enjoying the best of both worlds. “I am happy and content with what I am doing.

In my previous job, I was always tired and stressed after work.

But setting up my own company has changed my life for the better – I get to spend more time with my family.

Moreover, I am in touch with the child in me and enjoy every bit of my work.

Though running a company comes with its responsibilities and I do sometimes come across challenging situations, I find that overall, it is a highly rewarding way to live.

“My work schedule is flexible. I spend most mornings at the shop supervising staff, then go home early and spend quality time with my children.

“The business is doing well but what really gives me joy is to see the smile and excitement on a child's face when he visits the shop.''

(Smart Discovery premises are temporarily closed. Currently, Hoffman and her team are operating from Stitches, Jumeirah Road.)