Joe Jaques

Background

About Joe Jaques

I am Joe Jaques, the eighth generation toymaker at Jaques of London and a very proud father to Evie and Otto, who remind me every day why play matters more than ever.As CEO of the world’s oldest toy and games company, founded in 1795, I carry both a remarkable heritage and an exciting future. Our family invented Croquet, Ping Pong, the Staunton Chess Set, Ludo, Tiddlywinks and more. Today we are one of the fastest growing toy brands in the United Kingdom, but my vision goes beyond toys.I believe that play is powerful. It builds confidence, creativity, kindness and resilience in a way that no screen can match. In a world where children are growing up faster but playing less, our mission is to bring back real play filled with imagination, laughter, and family connection.We design toys that bring families together, spark curiosity, and can be passed down rather than thrown away. Sustainability and education sit at the heart of what we create, but the true reward is seeing a child learn, laugh or dream through something we have made.This is what drives me. We have celebrated awards and five star reviews, but the real achievement is making a lasting difference to childhood. After 230 years, our journey is still only just beginning.