The greatest lesson I learnt from running a business -Layal Tinubu, founder/CEO Tots Toys

Layal Jade Tinubu is the founder and chief executive officer of Tots Toys, a children’s educational toyshop, and learning space that provides a range of educational items all intended to aid children’s development and learning through play. Layal bagged an MSc in Entrepreneurship and Business Management from the University of Surrey and a Bachelor of Arts in Politics and African Studies from SOAS University of London. Before founding Tots Toys, she was a Senior Associate Consultant at PwC (PricewaterhouseCoopers) where she provided consulting services to the advisory arm of the business. She also successfully ran a Spark campaign for Africa inter-related information and produced a who-is-who PwC Africa directory. In 2018, she co-founded Noella Foundation, a non-profit private sector-led organisation to drive change and improve Nigeria’s economy via entrepreneurship, innovation and sustainable ideas and action plans. Noella Foundation provides a platform to empower and encourage youths to become change-makers in society by helping them identify their passion and use that passion to create solutions that empower Nigerian communities and drive greater economic growth. In this interview, she discusses her passion for impacting the next generation, consistently championing children’s development through purposeful play as well as running a thriving business.

Take us through your journey into the world of serving the needs of children. How did it all start? 

I have always been passionate about the learning process of children and, more specifically, how that aids in their development. When I had my daughter in 2017, I quickly learnt the crucial role that play has in shaping children and the impact it can have on their future. Adequate and wholesome space for children has the potential to teach them things that cannot be taught in schools alone. During my daughter’s first years, I also found the accessibility to good toys, educational books, and resources challenging in our environment. I found myself constantly searching for these resources abroad. I didn’t want other parents like myself to go through that struggle and I also felt compelled to do my part in redefining the culture around the importance of play in children. Thus, Tots Toys was born.

You have a background in consulting and built a successful career path, how were you able to transition into entrepreneurship?

My transition from consulting to entrepreneurship was challenging but impactful. It challenged me to grow in unexpected ways. I had to reset my mindset during the transition and believe I was competent enough for my accomplishments. The skills and network I gained during my years in consulting allowed me to make the transition despite the challenges. I had to be realistic in my expectations first and foremost. Then, once I had a clear vision for what I wanted to achieve, I had to step out of my comfort zone, put together a plan, and most importantly, establish a routine that, as an entrepreneur, you create yourself.

Your outfit is impacting children through purposeful play. Would you say you are achieving your goal? 

My mission for Tots Toys has always been to create an accessible learning experience through play and to contribute to the availability of reputable toy brands and educational resources in Nigeria. We have been successful in being able to consistently achieve this goal since our inception.

How necessary is purposeful play for the growth and development of children?  

Purposeful play is key to children’s learning, development, and confidence. Play helps children understand the world around them and discover how things work. In my definition, purposeful play nurtures children’s relationships with themselves and with others. It builds qualities such as creativity, empathy, decision-making, and engagement. More importantly, purposeful play supports the growth and development of children.

You run an NGO focused on driving economic growth; how are you championing this cause?

The ethos of the Noella Foundation is focused on fostering entrepreneurship, building innovations, and advancing economic growth and development. This cause is championed by creating opportunities for the Nigerian youth to identify and use their passion to develop solutions that ultimately drive economic growth. Noella Foundation runs various annual initiatives to achieve this cause.

What motivates and inspires you?

Fulfillment motivates and inspires me. The why – why I do what I am doing and the desire to solve a problem and contribute to the needs of parents. Knowing my purpose is key to my being fulfilled and remaining happy in my role.

As a successful woman both in career and entrepreneurship, what key advice do you have for other women who look up to you?

I’m constantly in awe of the fact that more and more women are breaking and challenging traditional workplace expectations to start their businesses. As women, many of us often underestimate our potential and capabilities. I’d advise women who look up to me to find their purpose and embody the impact they wish to leave behind, constantly work at it and never give up.

How do you juggle running a successful business and family life and still be at your best?

I don’t believe there is such a thing as the perfect balance. Running a successful business as an entrepreneur is demanding on its own, coupled with the demands of motherhood. You can only strive for balance as defined by yourself. Organisation and structure come naturally to me; these qualities ultimately allow me to manage both roles well. I quickly learnt the importance of having effective systems in place, to delegate, and to work on my business, not so much in my business. This made it easier to set aside time dedicated to my family. It is impossible to be everywhere and do everything at the same time; hence I always stress the importance of being intentional about your choices.

What key lessons have you garnered running a business?

I have learned to believe in myself and my brand because self-doubt can hold you back and prevent you from achieving your full potential. Perhaps the greatest lesson I have learnt from running a business is that I can’t build and maintain a successful company on my own. When you spend all your time working in the business, as supposed to working on the business, it is counterproductive to your growth. A good network, efficient staff, and effective systems in place are all essential.

What is your life mantra?

My life mantra is to trust the journey. It is so important to live in your truth and do everything with purpose and intention.

Tell us what you do for fun. 

My idea of fun is indulging in true crime documentaries, getting together with friends, or ticking travel destinations off my bucket list.

An interesting fact about you? 

I am extremely OCD and often laugh at my need for everything to be arranged in a particular way.