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About Us

Entropy - it's all about energy!

It's more than a motto; it's the motivation and driving force behind our burgeoning boutique toy store.

All of the products we stock are about getting children active - either their bodies or brains (or both!). No fads, no gimmicks and no plastic throwaways - only the best toys that will form part of your child's fondest childhood memories.

We stock quality wooden and educational toys, games, puzzles, ride ons, games, puzzles, craft kits and much, much more. There's something in our range for everyone, from babies through to hard-to-buy-for teenagers. Our 'Elves' carefully select each and every item we stock based on quality, value for money, play value and - of course - the fun factor.

How Entropy came to be...

We opened our doors in 2007 with a retail shopfront in Queensland. Due to great demand, we then expanded to open an online store 12 months later. To ensure we provided outstanding customer service for online purchases, we expanded our operations to include a warehouse. The combination of a retail shopfront and online store (often referred to as 'bricks and clicks'); plus a warehouse, means we can provide the ultimate service to customers throughout the country.

In January 2019 Elf HQ was relocated from Townsville to Brisbane, but still with the same product range and customer service that customers have come to know and love over the past 15 years.

Why shop with us?

The retail outlet gives us daily contact with many customers who provide us with valuable feedback about products. We build relationships with customers and, in return, they road test our toys and products for us. This sort of feedback is difficult to get with a standalone online store.

Online orders placed by 10am are normally dispatched the same day they are received. You are emailed with a tracking number as soon as the parcel is dispatched, and you can track the parcel until it reaches your doorstep.

Our staff are specialists - nearly all are parents, some are trained in teaching and childcare, and they all have wonderful product knowledge. We pride ourselves on being able to recommend toys to suit all ages and interests and genuinely enjoy sharing our passion with you. We want to be asked questions and help you in your decision-making process.

The faces behind Entropy...

We are a family-owned business of real people, who have fun while playing. What better job could there be than playing in a toy shop all day?! We love it!

Entropy was founded by Dr Deborah Latouf. She has a PhD in motor development and has spent most of her career working as a sports scientist at the Australian Institute of Sport, as well as five years overseas in the UK and South Africa. This background in sport was the major reason why Entropy came to be. The focus is on quality toys and products to engage mind and body so that children get out from behind their TV screens and computer games and go and play. You can see Deborah's influence come through in the product selections that have been a part of our range for many years, especially with regard to motor skills and sports and activity selections.

2018 was a year of great change and so came the time for Deborah to pass on the batton and focus on her career in sport science. Entropy was purchased by Emma Pope and relocated to Brisbane in early 2019. Emma has over 9 years' hands-on experience in the toy industry and is a mother of 4 children.

Emma is supported by a great team of Entropy 'Elves' including our customer service staff, our warehouse staff and our marketing team. Our team are all toy lovers who understand children, are passionate about our products and are there to help you choose a gift or item that is just right for your child's needs.

Emma & Family