Introducing PLAYin CHOC, the ‘kindest’ chocolatiers who care about both protecting the planet and ethically sourcing their ingredients too.
The B CORP certified chocolate brand entered the market in 2018 with its one-of-a-kind Endangered Animals ToyChoc Box® -a 100% recyclable, zero-waste and plastic-free box filled with pure joy! Inside kids can find 2 allergen free organic chocolates, a 3D card puzzle toy to build and an educational fun facts card.
Since launch, the brand has expanded its ToyChoc Box® range to include 84 collectable toys across six ranges, plus its ToyChoc Box® Gift Sets, JustChoc Box™ range, and its multi-award-winning Advent Calendars, available in both 12-day and 24-day versions.
The PLAYin CHOC Journey
Mother of two, Maya Simler, noticed a gap in the market for a healthier chocolate treat that could be enjoyed by virtually all children, given her family’s own intolerance to lactose. Her passion to create PLAYin CHOC was also driven by her frustration towards excessive, single-use plastic and packaging.
PLAYin CHOC is also uniquely designed to teach this generation about our planet’s bio-diversity through the educational fun fact cards which can be found in the ToyChoc Box® range. The delicious and naturally vegan recipe is free-from 14 of the main allergens, including dairy, nut, soy and gluten, and can be found in over 4000 stockists worldwide.
The ethical ingredients!
The winning formula is just three natural and organic plants. The deliciously smooth and creamy chocolate is a combination of gently roasted cacao, which is grown on small family-owned farm collectives in Peru using the finest criollo beans (certified slave free, child labour free and animal labour free), Madagascan Bourbon vanilla and vitamin rich Indonesian coconut. These ingredients are certified by the Soil Association, which enables a reduction in pollution and soil erosion, reduction and elimination of pesticides, increase in soil fertility, and better wages for farmers.
The two flavours include a Single Origin Peruvian Dark 70% and a Single Origin Peruvian Vegan M•lk 53% which is found in every ToyChoc Box®.
The chocolate process (no couverture here!)
PLAYin CHOC is one of the few chocolate brands to manufacture
in its own Salsa-certified artisan facility in the UK. The chocolate is made from the finest, fairly traded, organic, single-origin Peruvian cacao criollo beans. The beans are then gently roasted in order to release the full flavours and are later combined with creamed Indonesian coconut and coconut sugar, as well as Madagascan bourbon vanilla, into a smooth velvety texture and complex multi-note taste. Finally, the liquid chocolate is poured into 10g moulds and set, before being wrapped and packed into their individual boxes.
Collectable ToyChoc Box® range
The 84 collectable ToyChoc Box® range are loved by kids 3+ and welcomed by adults. Each recyclable box contains 2 x 10g chocolates, a 3D animal puzzle toy to assemble and collect, as well as an educational, fun facts card about the animal toy inside. Choose a range from Sea Animals, Woodland Animals, Dinosaurs, Endangered Animals, Rabbits,
and Christmas. The brand new collection of Sea Animals has also just been introduced to the ToyChoc Box® collection in partnership with the SEA LIFE TRUST, helping to protect the world’s oceans.
PLAYin CHOC® supports a diverse range of charities each year through a combination of donations of stock and financial contributions. In addition to this the company donates to further charities from the sales of specific ranges of PLAYin CHOC® ToyChoc Box® such as Sea Life Trust, through sales of Sea Life Animals.
A ToyChoc Box® is RRP £2.25 each, or RRP £40 for a complete set of 18 ToyChoc Box®. The Gift Sets of 6 are RRP £13.50 each.
PLAYin CHOC® Advent Calendars
The multi-award-winning PLAYin CHOC® Advent Calendars are a festive favourite for both children and adults alike. Each calendar contains 12 or 24 drawers, with every drawer revealing a 10g piece of our delicious organic, allergen-free, vegan chocolate alongside a delightful 3D puzzle toy to assemble and collect, plus a fun facts card. The Advent Calendars combine the joy of discovery with the excitement of learning and play, The outer sleeve of the Advent Calendar can be unfolded to reveal a festive Christmas landscape, designed to inspire creative and imaginative play with all 24 collectable toys. — all made from fully recyclable, plastic-free packaging.
Available in both 12-day and 24-day versions, the calendars are designed to make the countdown to Christmas extra special while staying true to PLAYin CHOC®’s ethical and sustainable values.
The PLAYin CHOC® Advent Calendars are RRP £27.50 for the 12-day and RRP £55 for the 24-day version.
Delicious JustChoc Box for all the family
The JustChoc Box™ range has proven extremely popular, both as an on-the-go snack and as a gift to friends and family.
This collection includes 3, 6 or 10 piece boxes. Each 10g piece has the same three organic plants and is the best vegan chocolate you will try.
A JustChoc Box 3 piece is RRP £2.49, JustChoc Box 6 piece is RRP £4.99 and a JustChoc Box 10 piece is RRP £7.99.
Sustainable packaging and design
Maya’s background in design ensures that every product is beautifully designed. Plus, the packaging and toys are made from recyclable cards which are FSC and carbon balanced, making PLAYin CHOC entirely plastic-free.
The 10g chocolates are wrapped in 100% plant-based home compostable film, preventing anything from ending up in landfills or our oceans.
45 international awards to date:
Since launch PLAYin CHOC has won 45 awards in the UK, USA, and EU including 33 for the taste of the chocolate and 12 for design, innovation and sustainability of the product.
Recent awards include: Gold Best Vegan Milk Chocolate 2025, 2024 and 2023 at the International Chocolate Salon in San Francisco – three years running! Travel & Hospitality Awards 2024 – Best Children’s Product. International Chocolate Salon Awards 2025 and 2024 – Best Texture Dark Chocolate.
For more information visit www.playinchoc.com or www.instagram.com/playinchoc.
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