There was a mom troubled by the lack of fun and imaginative toys for her children. Baffled by this, Joyce Keelen set out on her ambitious journey to come up with creative, pretend-play toys that would light up any child's imagination. Fast-forward 30 years! Her endeavours transcended into the vastly successful lifestyle brand Great Pretenders, which designs and manufactures award-winning toys, jewelery, and accessories. Welcome to Great Pretenders.