 Originally, Page imported wooden toys from Russia, but later began to introduce his own designs.Page had become increasingly unhappy using wood as a material for children's toys and was an early advocate of plastics as a safe and hygienic alternative.In 1936, he began manufacturing Kiddicraft ‘Sensible’ toys using new injection moulding technology and in 1937 these were sold under the Bri-Plax brand forming a new company, British Plastic Toys Ltd.