Hi, I’m Will — founder of Tatro® Toys, Certified Play Expert, award-winning toy creator, and one heart-led human on a mission.
I didn’t grow up with toys that felt as creative, freeing, or me as I needed — so I made one. That was 2017, this is now.
By day, I work behind the scenes on Broadway musicals, helping bring big stories to life. But offstage, I’ve been building a different kind of stage — one where every child can see themselves, their family, and their magic reflected in play.
Tatro® Toys is a love letter to the kids who feel left out, the families who rarely see themselves on the shelf, and the power of play to shape how we see the world — and ourselves. Right now, we’re working hand-in-hand with families and communities to create a brand-new inclusive toy that reflects the beautiful diversity of how real families look and love. And in 2026, we’re relaunching Tatro® Toys to bring it to life.
Because every child deserves to feel seen. And every story deserves a place in play.
Where We Started
Tatro® Toys was born in 2017 based on a childhood toy I created when I was 10 — with scraps of paper and a whole lot of heart. I started making handmade magnetic playsets that were creative, imaginative, and fun.
Word spread quickly. But as demand grew, so did the challenges. Rising costs and the impact of COVID forced me to pause production and close the shop — one of the hardest decisions I’ve ever made.
But the mission never left me.
That little spark — that belief that toys can change lives — stayed lit. And now, years later, it’s burning brighter than ever. We’re rebuilding Tatro® Toys from the ground up, working alongside real families to co-create a brand-new inclusive toy and relaunching in 2026.
This time, we’re dreaming even bigger. And we’re not doing it alone.
Where We’re Headed
Asset Creation & Ethics
🌱 How We Use AI — and Why We’re Being Honest About It
At Tatro Toys, we believe kids deserve a world built on truth, imagination, and integrity. That’s why we’re being transparent about how we use AI in our creative process.
We’ve used AI tools over the last few months to:
- Draft artwork and early visuals
- Prototype ideas quickly and affordably
- Build out creative concepts when we didn’t have the resources for a full marketing and design team
- Develop music composition and vocals to further our mission through songs
We don’t pretend we made it all by hand — but we do pour our whole hearts into every decision, every story, and every spark.
❌ What We Don’t Do
- We don’t use AI to replace people — just to bridge the gap until we can pay real humans to do what they do best.
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Profit from AI. AI tools help us brainstorm and prototype, but the work we profit from — like toys, merch, and stories — is rooted in our original, human-made designs.
🌍 Our Carbon Footprint
Digital tools still leave a footprint. So let’s break it down.
≈ 8–10 kg of CO₂ (This is based on moderate usage: occasional image generation, light processing, and general AI assistant use.)
Over 3 months, our use of AI tools is estimated to have created:
- 🚗 One gas-powered car driving ~20–25 miles
- 🌳 Roughly 1 mature tree’s monthly carbon absorption
- 💻 Equivalent to 10–14 people scrolling Facebook for an hour a day for a month
We’re not okay with that — so we’re doing something about it.
🌲 How We’re Giving Back
We donate to reforestation efforts to offset our impact. For every estimated tree-worth of emissions we create, we plant more than one — because growing a better world means putting more in than we take out.
We believe the spark of imagination should be kind to the planet, too.
💛 Why This Matters
Flicker represents more than magic — he’s the heart of a bigger mission: helping kids feel seen, safe, and celebrated. That starts with honesty. So whether it’s how we build a toy or prototype a story, we’ll always tell you the truth.