A Gorleston man has started a new business which aims to make toys for children with developmental needs more accessible.
Mathew Wall, 31, has started the online retailer, Sensory Toy King.
Responding to the high cost of sensory toys for his children, the father-of-two aspires to become one of the UK's leading retailers in sensory products, with the aim of keeping prices affordable.
Mr Wall said: "The prices for sensory products over the years have been so high.
"It's been a real issue for families, mine included. When my daughters started taking more of an interest in what was on offer, I discovered just how expensive things could be. That was the main driving force behind it."
Having launched at the start of the year, Sensory Toy King's range includes balance beams, texture noodles and liquid floor tiles sets. After receiving positive reviews on social media sites, the company has already amassed thousands of followers on Instagram.
"All kids love sensory products," said Mr Wall. "But the prices were just ridiculous and not that accessible for people.
"With rising costs, it's very difficult for families to afford the toys their children will benefit from.
"And they're not just toys. They're tools to help children develop essential skills. And they mean so much to so many people."
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Sensory Toy King has received positive feedback from its customers so far, and the number of orders has surprised Mr Wall and his new business.
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However, the initial response has driven him to aim high.
"We plan to become one of the leading suppliers of sensory toys in the UK," he said.
"We believe that sensory play is essential for the development and well-being of children, and we want to make it accessible to everyone, not just to those with the deepest pockets."
For more information, visit www.sensorytoyking.com or search 'sensorytoyking' on Instagram.
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