Meet Follies Founder Chloe Varelidi

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Meet The Mama Behind Follies: Open-Ended Toys Inspired By Modern Art

Written by Katie Hintz-Zambrano

Photography by Photography by Emily White

Oct 20, 2022

Making forts is a tried-and-true creative activity for kiddos. And with Follies, that creativity is dialed up several notches. Founded by globally-minded, DC-based mother of two Chloe Varelidi, Follies creates a variety of open-ended toys and DIY sets that allow children to build whatever their imagination desires—including bold, colorful shapes and play spaces inspired by Frida Kahlo and Bauhaus. Plus, the brand just recently debuted goods for babies—right in time for the holiday shopping season ahead.

Get to know the mama behind Follies and hear about her latest creations, below!

: "I was born in London, grew up in Athens, lived in Amsterdam for a while, where I worked as an architect, and eventually moved to New York to study at Parsons."

"I switched careers and became a play designer, working on everything from board games to STEM toys. I very reluctantly moved to Washington, DC when I was 7 months pregnant with my first born and have grown to love our life and community here."

The Bauhaus Baby Set, $55, Follies.

The Casa Azul Set, $165, Follies.

: "I‘ve always been fascinated by the idea of getting little kids to become the architects of their own play space. By nature, little children enjoy building their own forts or hideout spots—it’s a way for them to say 'This is my space. It’s silly, it’s magic, it’s just for me' in a world very much designed by grown-ups."

"In a way, it all came together during a trip to the National Gallery in DC with my then 2-year-old daughter. We had just entered the room with Calder’s modulus when she exclaimed 'Toys!' I thought to myself, 'Yes—what if there was a toy that almost looked like a sculpture and had that super fun building play pattern?'"

"I worked on the idea while my own family was growing, quickly realizing that whether we like it or not, toys do take over our living spaces once we start having children. So, it became important to me that Follies was not only a great toy, but that it also brought joy to parents, too. You'd mistake it for an art piece if someone came over."

The Bauhaus Baby Set, $55, Follies.

The Casa Azul Set, $165, Follies.

: "We launched our online shop just over a year ago and within a month we got nominated for Toy of The Year, the top industry award, which was a big surprise for our small business. But the best part was seeing families unbox our sets on Christmas day and getting messages about how much children love the play-pattern. As an often overwhelmed parent, it made me smile when a mom wrote to me that not only did the kids play with it for hours, but she even managed to have a cup of coffee."

"Meanwhile, we are completely bootstrapped, so it’s always a big challenge to compete as a small business with the mammoths of the toy industry, but we are getting there, one good product at a time. I remember reading about the inventor of this mega hit toy who came up with the idea after realizing how many hours kids spend on YouTube watching unboxing videos and wanted to monetize it by creating a toy that went viral. My hope is that we become a toy company known for good design and putting families and children’s needs first."

The Bauhaus Baby Set, $55, Follies.

The Casa Azul Set, $165, Follies.

: "I am so excited about this set, because parents have been asking us since we launched for a baby product! There are a lot of baby block sets in the market, but none that are designed to follow a child’s developmental needs from birth to the toddler years."

"The four Montessori-inspired objects help with pattern recognition, tummy time, helping the baby learn how to sit, and fine motor skill development. Like our Azul set, it comes with easy play ideas for parents."

The Bauhaus Baby Set, $55, Follies.

The Casa Azul Set, $165, Follies.

: "This limited edition set is inspired by Frida Kahlo’s famous house. It has all the ingredients of a very fun set; in just a few minutes kids can build a playhouse, a puppet theater, and a little kitchen while learning about Frida's life through a beautifully illustrated poster."

"It's also a beautiful design piece, with gorgeous silkscreens that closely match the colors of Frida’s house. And like all of our large sets, it folds flat once you are done. Let’s just say it has all the ingredients of a 'wow' present they'll play with all year long."

The Bauhaus Baby Set, $55, Follies.

The Casa Azul Set, $165, Follies.

: "I have a 6-year-old daughter and a 3-year-old son, so playtime these days is often the two of them planning all sorts of mischief together. Playtime in our home truthfully looks quite messy, but I think having a space where kids can feel themselves is important. It also helps them develop their independent play skills. They also have several ever-changing Follies creations around the house."

The Bauhaus Baby Set, $55, Follies.

The Casa Azul Set, $165, Follies.

: "I am all about getting gifts that keep on giving. Choosing toys that children will not get bored with after a day is always a gamble, but finding products that encourage open-ended play in a variety of settings—alone, with siblings or friends, in combination with other toys—is a winner in my books. That said, I always look for a small quirky toy to go with a larger item, that I know will match my children’s interests du-jour."

The Bauhaus Baby Set, $55, Follies.

The Casa Azul Set, $165, Follies.

: A closer look at the limited-edition Casa Azul Set by Follies.

The Casa Azul Set, $165, Follies.

: Ideal for ages 4+, The Casa Azul Set features stunning limited-edition silkscreen prints in bold hues inspired by Frida Kahlo's home in Mexico.

The Casa Azul Set, $165, Follies.

: Made from 100% non-toxic plastic, children can use The Casa Azul Set to create elaborate structures like Frida’s kitchen, a casita, a pyramid for her animalitos, her bed nook, and an easel to draw on.

The Casa Azul Set, $165, Follies.

: The Casa Azul Set also includes a free double-sided poster that kids can use to learn about Frida Kahlo's life.

The Casa Azul Set, $165, Follies.

: Meanwhile, The Baby Bauhaus Set consists of super-soft objects that feature unique patterns and high-contrast designs for little bodies to enjoy looking, grabbing, throwing and stacking, while boosting pattern recognition and fine motor development in babies and toddlers.

Each set includes a booklet with free Montessori-inspired activities for parents.

The Bauhaus Baby Set, $55, Follies.