Sarah Baldwin

Sarah Baldwin is the CEO, founder, and president of Bella Luna Toys, an online retailer specializing in Waldorf toys, wooden toys, and natural toys.12 She purchased the business in 2009 after a 20-year career as a Waldorf early childhood educator.13 Under her leadership, Bella Luna Toys has grown from a small home-based business to a successful e-commerce company with 10 employees, shipping toys globally.12

Baldwin is also an author, having written "Nurturing Children and Families," a book for Waldorf parent/child playgroup teachers and leaders.3 She lives in South Thomaston, Maine, with her husband Max Alexander, a journalist and author.3 Baldwin has two adult sons, both Waldorf graduates.3

In addition to running Bella Luna Toys, Baldwin has expanded her business ventures by acquiring Oompa Toys in 2015 and launching The Waldorf Shop, a directory of Waldorf education resources.2 She is passionate about promoting imaginative play and Waldorf education principles, believing that creative play in early childhood is essential for developing innovative thinking later in life.2