How it all started

The Story of Karloova – How It All Began
Karloova was born in January 2016 from a simple conversation and a shared realization. We, Katri and Kaili, had lived side by side in Karlova – a charming wooden district in the heart of Tartu – for seven years. One day, as we were talking, we came to the same conclusion: the market lacked thoughtfully designed and developmentally appropriate activity toys that truly supported a baby’s growth during the first year of life.

That’s when we decided to create something ourselves – toys that wouldn’t just be beautiful but would also give parents confidence that they were truly beneficial and age-appropriate. Equally important was the idea that these toys should be aesthetically pleasing and blend harmoniously into the home environment rather than overwhelm it.

Two Different Backgrounds – One Shared Vision
Karloova was built on collaboration, where both of us contributed our unique strengths. Katri’s expertise lies in marketing and product development, while Kaili is a highly regarded textile artist. By combining our skills, the first Karloova toys were born – carefully designed, beautiful, and crafted to support babies’ development.

Although our company was officially registered in November 2016, we had already spent a year researching, testing, and refining our products. We explored various child development methods, tested our toys with our own children and other babies, and sourced the highest-quality fabrics. In addition, all of our products passed safety tests by the Estonian Health Board, ensuring they are safe and suitable for little ones.

Karloova is our passion project – born from a deep love for our children and a desire to create better toys. We wanted to offer families something truly valuable – toys that are developmentally enriching, visually soothing, and designed to be lifelong companions rather than fleeting favorites.

Thank you for trusting Karloova to be part of your child’s journey.