We read that DJECO was first established in the 1950s and was later passed down from a mother to her son. Tell us a little about the company's rich family history.
DJECO was founded in 1954 by Véronique Michel-Dalès in Paris. At this time, it was rare for women to work in the educational toy space, let alone found their own company. Véronique’s pioneering toy designs quickly became recognized in the industry. Véronique’s son, Frédéric, officially took on the business in 1989 and remains at the head of the company to this day. Through and through, DJECO is a family business. The team is tight-knit and familial, even as DJECO continues to grow around the world!
We read that you imported toys from all over the world before designing your own. What gaps were you trying to fill in the industry by taking the leap into making your own toys and games?
Frédéric saw the opportunity to bring art into the world of toys. He wanted to make imaginative, unique toys that simply weren’t available in the market. As an artist himself, he wanted to introduce art and creativity to young people, through play.
Your toys and games are so striking. When it comes to developing a new toy or game, what is the importance of aesthetics?
We do pride ourselves on having packaging that stands out—like a work of art. But that’s no accident! Every DJECO toy is designed in partnership with a real-life artist. That’s one reason each toy or puzzle or art kit looks so unique. The hand of the artist, whether they’re an illustrator or painter, or sculptor, is clearly visible in the end result. We love being able to bring original art to the playroom shelf and ignite the inner creativity of young ones.