It was when he was put in charge of buying stock for the baby section of a department store that Nertherlands-based Willem Flendrie realised something was wrong.

This was supposed to be the start of Willem's big business career; following from studying business administration and economics at university.

What he found was that the products he had to buy for the department store shelves did not fit what he thought a baby toy should be.

'A lot of baby products where not developed for the baby at all; especially toys and stuffed toys because the material they made from was often very synthetic plush,' Willem said.

So Willem abandoned the store and set out on his own to create a range of baby toys from all-natural materials that ranked quality as their top priority.

Willem got his great business career, even if it was not the one he had first planned, as the founder and owner of toy company Keptin-Jr.

The result is a range of beautiful and exciting soft toys that are completely natural, gentle on the environment and completely safe for children of any age. All the toys are chemical-free and most are organic.

'All babies chew their toys - it's natural,' Willem said. 'So naturally, we took that into account when designing Keptin Jr's soft toys. Durable fabrics, no small parts and reinforced stitching. In addition to meeting and matching all required legal tests, we have our toys tested by a panel of children at a daycare centre.

'The advantage of natural fabrics is that they easily absorb the mothers and the child's smell, as well as matching the temperature.'

'The design of our toys is based on a baby's development. The child's creativity and imagination are stimulated by the simple design of our toys.

'Every day we get compliments from mothers about our toys.'