Toys that teach. A family business that means it.
SmartFun is the official Israeli importer of six of the world's leading educational-toy brands. Founded in 2020. A small family business, based in Harish, shipping nationwide.
Started with one brand. Now it's six.
In 2020, looking at the Israeli toy market, we saw a gap. The educational toys that lead the world — the ones that don't just keep kids busy but actually teach — weren't always making it to Israel through official channels. We started SmartFun to close that gap.
We chose to begin with Learning Resources, one of the oldest and most respected names in educational toys worldwide. Their catalog has been built over decades by teachers, therapists, and educators, covering every age from toddler to elementary school.
Since then we've added five more brands: Educational Insights, hand2mind, Brightkins, Playfoam, and Numberblocks. Each chosen against the same yardstick — does it actually teach something, or just entertain?
ארבע שמות. עיקרון אחד.
Every brand chosen on the same yardstick: what does it teach?
צעצועים בידיים, לימוד דרך גילוי. החל בלוחות ספירה לפעוטות וכלה במשחקי STEM לגיל בית הספר.
שישים שנה של משחקי שולחן וערכות מדע שאמהות וגננות זוכרות מהזמן שהן עצמן היו ילדות.
סדרת הילדים הבריטית האהובה הופכת לצעצוע - קוביות מגנטיות, ערכות לימוד, ובובות שמלמדות מתמטיקה דרך משחק.
- Toy stores
- Kindergartens
- Clinics & therapy
- Councils & municipalities
- Private families
Not just parents.
SmartFun supplies a nationwide network of toy stores, private and municipal kindergartens, occupational therapy clinics and health practices, NGOs and local councils investing in learning materials.
We also work with families directly — and that's what keeps the site sharp. Every order through the site leaves us feedback that shapes next year's catalog.
Three things we won't compromise on.
Israeli Standards approval
Every product we import is approved by the Israeli Standards Institute. It's not required on every toy — for us it's the floor.
One customer at a time
No offshore call center. Call us — you'll reach us directly. We track every order from the moment it leaves our warehouse until it's in your hands.
Always improving
The catalog grows every year. The website improves every month. If something isn't right — tell us. We listen.
Let's talk.
SmartFun is family-owned at its core. Reach us by email, by phone, or just walk into one of the physical stores that carry our products.