It's Time to Rewrite the Toy Story—Together

BATON ROUGE, La. - Rezul -- Tatro Toys, the indie toy brand known for its imaginative mix-and-match magnetic playsets is relaunching with a powerful invitation: help us rewrite the story.

Not just the toy story—but the story of who gets to belong in play.

Tatro's founder, Will Barrios, began this journey at ten years old, crafting toys out of cardboard, paper, and paint—not to follow instructions, but to feel free. Free to imagine. Free to be himself. That spirit became Tatro Toys: a brand born from joy, rooted in love, and now relaunching with something even bigger.

"For so long, toys have told one version of the story—one kind of family, one kind of hero, one kind of kid," says Barrios.

"We want to change that. And we don't want to do it alone."

A Community-Designed Comeback

After stepping back during the pandemic, Tatro Toys is returning with a fresh mission:

To create play that reflects real families, real identities, and real possibilities—and to invite the community into the process.

Starting this month, Tatro is using social media to co-create its next toy, inviting families to weigh in on characters, themes, and stories that deserve to be told.

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"We're not designing toys behind closed doors anymore," Barrios says.

"We're designing them with you."

Tatro is reaching out to diverse families, single parents, adoptive families, BIPOC families, and anyone who has ever felt left out of the toy aisle—offering a space to help shape something better.

The Bigger Mission

Tatro Toys isn't just about play. It's about belonging.

Because when a child sees their family in the characters they play with, they feel something powerful:

"I matter. I belong here. My story counts."

That's what Tatro is here to build—not just toys, but tools for identity, confidence, and love.

How to Join the Movement

Families are invited to follow along on Instagram and Facebook @tatrotoys, where weekly questions, polls, and behind-the-scenes sneak peeks will shape the next generation of Tatro Toys products.

"We're not just relaunching a toy company," says Barrios.

"We're writing a love letter to every child who's still waiting to feel seen."

About Tatro Toys

Tatro Toys creates joyful, inclusive play experiences that reflect the diverse families and identities that make up our world. Relaunching in 2026 with co-designed toys rooted in representation and belonging, Tatro is on a mission to #RewriteTheToyStory—one family at a time.

Website: www.tatrotoys.com

Social: @tatrotoys | #RewriteTheToyStory