Eternal Creation + Unstoppable movement + Coming alive = When Toys Age









Why Reimagine Roles?

We believe that taking a step back helps create the space to explore and expand the transformative power within us.

The Values That Hold Us Together...

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We're a small team with big dreams of solving universal problems.


We are a small firm and take immense pride in the value we create. In order to maximize our focus, we only dedicate ourselves to a few friends at a time. As such, we are highly selective with our friendships, and deal almost exclusively on recommendations and requests from employees and partners.


Our Story


The Story We Tell

Toys stand for growth, fun, color, play, learning...etc. We're a movement of voracious learners and hackers, and we do it with deep play. That's precisely the kind of organization we are, and the type of culture we want to help organizations cultivate. The point is that when toys age, we learn to take them apart and rebuild them. When something isn't working, we examine it from the core and recreate its functions and aesthetics. Jobs, organizations, ourselves...that's who we are.  

The Secret One:

The other is that my last name is Wen, my mother's maiden name is Thoi, and all the names in our family begin with the letter H. My Mom always says that she loves the letter H because it stands for all the good things in life--happiness, health, home, heart. In the same sense, WTA is home to me. I don't just want to build a business, my goal is to cultivate a feeling of home both here and within the organizations we work with.

My family is one of those happy families--endless jokes and laughter bring us together. We simply work as a family. People continuously ask us how we're so contagiously happy together, and our answer is that we each do our part and more. We deeply understand and care for each other, and we respect the bond that we create everyday. Each of us understand our role and what it means for everyone else, and we never stop building ourselves and our role. Me? I'm the Hillaryous one who cracks really bad jokes. :)