“GUGA GAGA”: The story of toys made with care for future generations
Over 90% of the world’s toys are made from plastic, and most end up in landfills within a year, according to Greenpeace. These toys contribute significantly to environmental pollution and often contain toxic substances that can harm children’s health. In response, more and more parents are seeking safe, durable, and educational alternatives. That’s how “GUGA GAGA” was born – a creative toy studio founded by Marcela Mastac, inspired by her own family’s experience.
Marcela and her husband, Andrei Gramațchii, noticed that the children in their extended family were surrounded by piles of plastic toys – easily broken and lacking any real story or purpose. They believed kids deserve better.
“We design and craft healthy wooden toys inspired by our local culture, based on Montessori and Waldorf methodologies. The idea started as a manifesto – to offer a real alternative to plastic toys. These are objects that spark imagination, improve hand-eye coordination, and support children’s development”, explains Marcela Mastac.
Eco-friendly toys for a healthier community and planet
“GUGA GAGA” creates eco-friendly play objects using only natural materials – water-based paints, mineral oils, and natural pigments.
“Our colors are safe for children and for the environment. When a toy’s life cycle ends, you can leave it in nature without causing any harm”, Marcela adds.
These toys are made to last and be passed down through generations. More than just playthings, they’re tools for emotional memory, sparking creativity and strengthening the bond between parents and children.
From idea to reality – with EU support
Like any startup, “GUGA GAGA” faced numerous challenges in its early days – from setting up a production space to managing humidity and packaging the products. A turning point came when the team joined the EU4Youth programme through the “SKYE Net” project, funded by the European Union.
“We applied for funding, and that’s how the GUGA GAGA brand was born”, says Marcela.
The grant helped purchase a professional dehumidifier, eco-friendly packaging materials, and equipped their production workshop – streamlining the entire manufacturing process. As part of the EU4Youth programme, young entrepreneurs also received training and mentorship.
“Beyond the financial support, this was like a breath of fresh air. It showed us that we are not alone – that there are people who understand our challenges, who can offer advice and connect us to a community with a shared vision. The training and mentoring were equally valuable – knowing who to turn to and what to ask makes a big difference”, Marcela reflects.
The EU4Youth programme, funded by the European Union, actively supports the development of social entrepreneurship and provides young people in Moldova and the Eastern Partnership countries with the skills and funding needed to turn their business ideas into reality.
“SKYE Net, funded by EU4Youth, has two core goals: supporting youth-led businesses at the community level – especially in the area of social entrepreneurship – and helping young entrepreneurs launch and grow social enterprises. Through this project, 36 social startups received grants of up to €5,000: ten in Moldova, ten in Georgia, and sixteen in Armenia”, explains Alexandra Isaicul, project coordinator at the MilleniuM Training and Development Institute.
The impact of EU4Youth: more than just funding
Thanks to EU4Youth, “GUGA GAGA” has become a shining example of successful social entrepreneurship in Moldova – changing the way we think about play, learning, and sustainability.
“EU4Youth supports initiatives with both social and economic impact, and GUGA GAGA proves that an idea born from care and love can become a real driver of change in the community”, adds Alexandra Isaicul.
Marcela envisions the project evolving into a “family concept store” – offering children an environment filled with eco-friendly, culturally authentic, and educational objects. Their upcoming collection, Origen, draws inspiration from local traditions, and plans are underway to expand into furniture for children’s rooms and family spaces.
“I want GUGA GAGA to be with a child from their very first year of life until they turn seven – to grow up together”, Marcela shares.
She encourages other young people to take the leap, even when the path ahead seems full of obstacles: “Don’t be afraid to make mistakes. Make them early, learn fast, and keep going. Find the right mentor and the community that supports you.”
“GUGA GAGA” stands as living proof that when good ideas meet the right support, they can transform not just the toy market, but also our children’s future – into one that’s cleaner, more creative, and deeply human.
The EU4Youth Phase III: Youth Employment and Entrepreneurship programme, funded by the European Union and the Ministry of Foreign Affairs of Lithuania, is being executed by the Central Project Management Agency (CPVA) in Eastern Partnership countries. These include Armenia, Azerbaijan, Belarus, Georgia, Moldova, and Ukraine. The programme will run until the middle of 2025 and aims to provide technical assistance to governmental and non-governmental organisations to tackle youth unemployment and improve employability.
Note: Social entrepreneurship is a business model that combines economic activity with social impact. Unlike traditional business, where profit is the primary goal, social entrepreneurs aim to solve community problems through sustainable economic initiatives.
