Toys and games can be more beneficial, educational and innovative. You must be thinking, “This is too good to be true!” right? Well, its true! Toys can be all of the above! At least, this is what Smart Alley believes. After many years of retailing toys and games in Singapore, we found that it is difficult for parents to find toys that do not glorify violence. In fact, we realized that what parents really want for their children are toys and games that guide  them in using their imagination and creativity, and at the same time equipping them with useful skills.


So finally we said, “We have had enough!” It is time for toys to make a change.


Smart Alley was established because we believe that children can play and learn at the same time! There is no absolute way in learning, so why not LEARN THE SMART WAY?! Our toys are carefully selected so that the money customers spend are returned with high quality, innovative and educational products.


Our Mission
To promote quality educational products and “hands-on” learning products that are relevant, engaging and imaginative, for effective learning.

Our Vision
To become the leader in the provision of educational products that enrich learning  in the community of Singapore and beyond.

Our Slogan


We do wholesale and are pleased and eager to work with you. We hope to offer an ongoing relationship, providing ourstanding service and support for our products. We are excited to be able to offer high quality educational products and teacher's resources that have been recognized worldwide by teachers and students. We hope our products will be a great aid to your teaching staff, and at the same time encourage learning, imagination and creativity for your students.
You can enjoy more discounts and benefits by signing up for a wholesale account with us. Please do not hesitate to email us at for more information.