“Is this really such a small shop…?” asked one of our four-year-old customers in amazement when stepping through the door of Naerupaun.

Naerupaun is a small family-run business. We mainly work as a team of two, but in truth the whole family is always there to support us. Jaano, the father of the family, studied economics at the University of Tartu, where his interest in entrepreneurship was born. After many years of working in various manufacturing companies, he felt it was time to start his own venture. Alongside log houses, glued timber and many other projects, his heart was eventually won by delightful wooden construction toys that can be assembled and taken apart following a “LEGO-like” principle.

We began selling toys in the summer of 2009, when we started offering Varis Toys wooden construction sets in Estonia. Today, these toys can be found in many homes and educational institutions. In the early years, we introduced our products at fairs, exhibitions and special sales events.

Kati, the daughter of the family, holds a Bachelor’s degree in Special Education from the University of Tartu and a Master’s degree as a Special Education Consultant from Tallinn University. In addition to her professional work as part of a rehabilitation team, she began her studies in play therapy this year. During her studies in special education, toys, games and activities that support a child’s overall development became increasingly important to her.

In 2011, we discovered the truly charming and unique toys of Djeco. After family discussions, we decided that alongside the wooden Varis range, high-quality French toys would also find a place in our selection.

The frequent question “What is your website address?” led to the creation of our name in February 2012. We knew that the name had to be distinctive, reflect who we are, and suit us well into the future—especially if we were ever to grow further and open a physical shop. There were many ideas, but Naerupaun felt the most right. Today, we are happy to say that www.naerupaun.eu has won the hearts of many parents who visit our online store every month to find a new, age-appropriate toy for their child.

Over the years, we have participated in more than a hundred fairs, exhibitions and special sales events. Almost every time, people asked where we were located or where our products could be purchased. We gladly shared our online store address, yet both father and daughter secretly dreamed of the day we could say, “Our shop is located at…”. As they say—dream big!
In November 2014, we opened our small toy shop and were proud to say: “Our store is located at Küütri 2, Tartu, and you are warmly welcome to visit!”

At the end of 2025, we took a new step and, after 11 years, closed our physical store on Küütri Street. We believe that people increasingly prefer shopping online. Therefore, we continue as an online store, which we plan to develop further in 2026 to better suit your needs. As a first step, customers in the city of Tartu can now receive their orders on the very same day.

If you would like to stay up to date with our activities, please register as a customer and be sure to subscribe to our newsletter.

Happy browsing and joyful anticipation of parcels,

The Naerupaun Family