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 stories, moments, and play experiences that reflect the beautiful diversity of how real families look and love. Because every child deserves to feel seen. And every story deserves a place in play.
Where I 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 brand-new stories, toys, and play experiences. This time, we’re dreaming even bigger. And we’re not doing it alone.
Where I’m Headed
Tatro® Toys is building something bigger than a product. I’m traveling across North America to share a simple idea: that every story matters—and every person belongs. As I go, I’m collecting real stories from people along the way: their worries, their hopes, their beleafs and carrying them forward. This is how the world we’re building grows. Not all at once. But one story at a time.
