Many have asked us: Why are you building this toy museum and gentle play space?

We have answered this question several times over these past few months, coming from our friends and family, and during our interviews with candidates who have applied to join us as Play Guides.

Riri’s Children Playloft was born from a simple wish —- to create a peaceful, beautiful space where children can play, wonder, and just be.

In a world that often feels too fast, too loud, and too full, we wanted to build something different. A space that slows things down. That invites children to notice small details. That gives them room to imagine without being overstimulated.

As parents, educators, and believers in the power of play, we saw a need for a calm and thoughtful environment—one that blends the gentle aesthetics of Japanese and Nordic design, celebrates intergenerational bonding, and supports unhurried exploration.

This is not a typical indoor playground.

A Play Museum, Not An Indoor Playground

We call it a toy museum—not because everything is behind glass, but because every toy here is chosen with intention. We treat toys as treasures.

Many of them are handcrafted wooden pieces from Japan, Europe, and China—open-ended, calming, and timeless. These toys don’t direct play. They invite it. They grow with the child, adapting to whatever story is being imagined that day.

We believe toys can spark wonder, create connection, and carry childhood memories for a lifetime.

Why We Keep It Small

Riri’s is not a giant play gym. It never will be.

We chose to keep our space small and intimate—because children don’t need more; they need meaningful. Another practical reason of course, real estate is a limited and expensive asset in Singapore. As a start-up, we chose to be prudent in order to be sustainable.

A smaller play space also means fewer children at a time, where kids here get:

• More room to explore freely, without feeling overwhelmed

• A calmer atmosphere where parents and caregivers can relax too

• Play guides who can gently support each child, without rushing or interrupting

• Time to build, pretend, wonder, and repeat

In this quiet, cozy setting, friendships form. Conversations flow.

A Place for Families and Playdates

We built Riri’s for children, yes—but also for their families.

We hope parents, grandparents, and caregivers find warmth here. A place to connect, play side by side, and leave with a lighter heart.

We’re not just a museum. We’re a little pause button in the middle of busy days. Children can also arrange their own playdates here, where they can gather and have fun in an unhurried manner with their friends.

A Gentle Beginning

As we get ready to open our doors, we’re excited to welcome you into our world—a world filled with soft light, natural materials, and joyful discoveries.

Let’s rediscover the beauty of slow, meaningful childhood, and build memories, one peaceful play moment at a time.

The Japanese Way of Play: Applying it to Singapore

In a world where childhood often feels rushed and structured, the Japanese approach to play offers a quiet breath of fresh air—one that is slow, intentional, and deeply respectful of the child’s inner world.

At its heart, play in Japan is seen not just as leisure, but as life itself—a way children learn, connect, and grow. Wooden toys, natural materials, open-ended spaces, and gentle adult guidance all come together to create a nurturing environment where children are free to explore without being told how to do so.

Simplicity Over Stimulation

In many Japanese playrooms and museums, less is more. Rather than overwhelming the senses, these spaces are calm and uncluttered. Toys are often beautifully handcrafted, made from natural materials like wood, cloth, or paper. There’s a focus on quality, not quantity—allowing children to slow down, notice details, and truly engage with the play.

For Singaporean children growing up in a fast-paced, achievement-focused environment, this shift towards simplicity can be a balm. It reminds us that children don’t need flashing lights and noise to be entertained. What they need is time, space, and trust.

Child-Led Exploration

The Japanese philosophy of play trusts the child’s inner compass. Instead of rigid rules or guided activities, play is open-ended. A wooden block can be a bridge, a mountain, or a spaceship—depending entirely on the child’s imagination that day.

This kind of play nurtures creativity, problem-solving, and self-confidence. In Singapore, where structured enrichment classes often take centre stage, carving out time for this type of play can give children a deeper sense of agency and joy.

Nature and Mindfulness

Many Japanese play environments also incorporate nature—whether it’s through garden spaces, natural lighting, or materials that reflect the rhythms of the seasons. The play is often slow and mindful, in tune with the senses.

For families in urban Singapore, this can be reimagined indoors. Think wooden textures, soft lighting, quiet corners, and a gentle pace. It’s less about having a big space, and more about creating a nurturing mood where children feel safe to play deeply.

Bringing It Home

At our own toy museum in Singapore, we’ve drawn inspiration from this philosophy to create a space where children can play freely, safely, and meaningfully. With thoughtful play zones, warm wooden materials, and an emphasis on open-ended, child-led exploration, we hope to offer local families a new way to experience joy—one that doesn’t rush, compete, or overstimulate.

In the end, play doesn’t need to be loud to be powerful. Sometimes, the quietest play brings out the loudest laughter, the deepest thought, and the strongest bonds.