The Heart Behind the Brand
Parenting with a Purpose proudly distributes thoughtfully selected educational toys, games and equipment designed to support your child’s development through purposeful play. Every product we offer is chosen with intention, because we believe your child deserves the very best.
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We know that strong parent-child relationships are key to thriving families. That’s why our range isn’t just about toys, it’s about tools for connection, growth, and learning.
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We use the trusted Play-with-a-Purpose programme to guide our product selection. This allows us to group toys into developmental categories so you can confidently choose what’s right for your child.
Our Vision and Mission
Our vision is to bridge the gap between exclusive and affordable. We believe every child deserves access to high-quality early education resources, no matter their background. That’s why we focus on affordability, durability, and products that grow with your child—look out for our "Grow with Me" stamp of approval.
We also empower parents with the how. Through our social media and training platforms, we share simple ways to use each product to stimulate development and make the most of your playtime together.
Research shows that just 20 minutes of meaningful connection a day can significantly boost your child’s confidence, behaviour, and academic potential. Our product model is designed to support this, with toys and games that encourage shared moments and lasting memories.
At Parenting with a Purpose, it's never just a toy. It's an investment in your child's future.
Meet the hearts that set this in motion
Robyn Wienand, the founder of the Play-with-a-Purpose programme, has numerous awards under her belt. Her most recent award is the Paul Harris Fellow award awarded to her by the Rotary Foundation International for her dedication to early education and the impact it has on society. Robyn has travelled around Africa and internationally, training educators and parents on how to use educational toys for the appropriate development of children between the ages of birth and 6 years. Everything is based on the Play-with-a-Purpose model. She is also the CEO of Play with a Purpose Educational Trust, a national NPO based in Gauteng., South Africa.
Michelle-Chanté Wienand works in the early education field, specialising in the Play-with-a-Purpose programme. She is driven to make a difference through early education, being passionate about helping parents engage better with their children and ultimately giving them a new blueprint for parenting so that they can be the parents they strive to be. As a mom herself, she knows how expensive good quality educational equipment can be and finds it challenging to buy educational equipment that only lasts a season in a child’s development. Making educational equipment affordable and training parents on how to use the equipment for different stages of the child’s development is an ongoing goal.