Par
Leah Pippinato
Published on
Dec 22 2024 at 9:30 a.m.
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Wooden games are experiencing renewed interest among families and traditional toy enthusiasts. In Montpellier, the story of Pomme de Reinette and Pomme d'Api illustrates this return to basics. Founded in 1972 par Alain Simon and his wife Françoise, this emblematic brand has established itself as a major player in the promotion of wooden toys. An entrepreneurial and family adventure that continues to connect generations.
Pomme de Reinette and Pomme d'Api is not an ordinary store. Created 52 years agothe brand is the fruit of a family ambition. “We started this company to offer young children toys that stand the test of time,” says Alain Simon. The beginnings are modest but passionate: each product is carefully selected for its quality, durability and aesthetics. At the time, it was about offering toys made from noble materials, far from trends dominated by plastic.
Very quickly, Alain and Françoise Simon developed their approach: doing in-depth research to find creations that were functional, pleasant and robust. “We wanted to create a link with past generations while meeting the needs of today’s children,” explains the designer. This intergenerational bond has become the cornerstone of their approach.
A family and cultural transmission
The choice of wood is not trivial. This noble, living and durable material embodies strong values: “Wood, even injured, continues to live. It maintains a favor and durability that modern materials cannot offer. » Over the years, the store has become an emblematic place in Montpellier, welcoming parents, grandparents and children. Everyone finds a part of their imagination and memories to share. The store layout contributes to this experience. Alain and Françoise Simon wanted to transform their store into a real immersion in the world of gaming: “We designed an interior inspired by the idea of an apple. An architecture where each visitor can feel like they are in another space-time. »
But Pomme de Reinette and Pomme d’Api do not just offer a beautiful showcase. Behind each object hides a story, often marked by ancestral craftsmanship or local traditions: “We travel the world to find creations that transmit a message, that tell something. »
Answers to contemporary issues
In a world increasingly focused on electronics, the success of wooden toys may seem anachronistic. However, they meet very current expectations. “Families are looking for objects that are durable, respectful of the environment and meaningful,” observes the manager. “Wooden toys embody this ecological alternative. » Made from renewable materials, they are part of a responsible consumption approach. “More and more parents are showing concern about transmitting ethical values to their children, and this involves the choice of games. » This is a conviction shared by Karim, a young 34-year-old father: “I want to give my children toys that don't break in a week and that don't pollute the planet. My son loves their wooden train. »
The founder emphasizes the importance of play in child development: “Wooden toys allow us to grow, develop creativity and build human connections. It is an essential tool for development. » Certain classics, such as diabolos, puzzles or marbles, continue to fascinate young people while evoking memories in adults. “I fell in love with this store the first time I walked in,” says Mireillea 67-year-old grandmother. “For my granddaughter's birthday, I chose a hand-made wooden puzzle. It was a hit, and it reminded everyone of the games I had growing up.
Pomme de Reinette and Pomme d'Api also strive to democratize access to these objects: “Contrary to what one might believe, our products remain accessible, with toys offered from one euro! » By going back to basics, Pomme de Reinette and Pomme d'Api prove that the simplicity of wood can resist fashion and defy time. Because after all, what is made to last does not need fashion to exist.
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