STORIES BECOME MIRRORS
WHY I CREATE
Hi, I’m Will. A Certified Play Expert (CPE).
Founder of Tatro Toys and author of Flicker and the Beleaf Tree.
By day, I travel across North America working behind the scenes on Broadway tours as a props professional, helping bring stories to life on stage. Between load-ins, performances, hotel rooms, coffee shops, and long travel days, I’m building a different kind of story, one for children.
I don’t just create books and play experiences.
I create moments where a child quietly thinks…
“That character reminds me of me.”
Or…
“I’d like to know someone like that.”
That’s where empathy begins.
WHAT I HOPE EVERY CHILD FINDS HERE
MY PROMISE
I believe every child deserves stories that celebrate the beautiful diversity of childhood, not because it's expected, but because every child deserves to know one simple truth: you belong here. That belief guides every story I write and every character I create. My hope is that every child feels seen, valued, and loved, while also inspiring empathy for experiences different from their own.
