The Heart of LIVO: How a Personal Journey Inspired a Rising Children's Brand
Chen Toledano-Alfi founded the children's and youth brand LIVO, inspired by her daughter's recovery from complex heart surgery. Today, the brand is making its mark on the back-to-school market with a focus on style and innovation.
"My message is a message of strength. I went through a very difficult period, and entrepreneurship strengthened me, gave me hope and the strength to cope. There is nothing that makes me happier than taking a tour of the stores and seeing children choosing the brand's products," says Chen Toledano-Alfi, founder of the children's and youth brand LIVO, which is currently entering the back-to-school market for the first time.
Toledano-Alfi, 36, a mother of four from Herzliya, did not initially plan to enter the business world. A tax lawyer by trade, she shifted her focus in 2018 after her father, owner of the long-standing toy company "Talbar Pop," suffered a stroke. In 2023, while pregnant with her daughter, Liv Esther, she began to take a more active role in the family business.
Happy and Colorful
Liv was born in September 2024 with a complex heart defect, requiring multiple surgeries at Schneider Children's Medical Center. "During the time I was with Liv in the hospital, ChatGPT became my friend," Toledano-Alfi recalls. "I would consult it about products, and one day it suggested: 'To encourage yourself, perhaps you should realize your vision in products you imagine Liv playing with when she wakes up.' That is how the name LIVO was born."
The brand launched with a scooter and has since expanded to include karaoke microphones, gadgets, and tablets. Now, the line includes orthopedic school bags for elementary students and casual bags for youth. While production takes place in China, the design and vision are entirely Toledano-Alfi’s, emphasizing fashion, innovation, and practicality.
Earning Trust
LIVO now operates under a new company, "DITEL POP," formed in partnership with Omri Diamant, CEO of "Diamant Toys." While Diamant handles operations, Toledano-Alfi focuses on product development.
Quality is a priority: LIVO bags have undergone rigorous testing by the Standards Institution of Israel. Notably, they are among the first to perform chemical and mechanical tests for bags intended for 5th–12th grades, where mandatory standards are often lacking.
Amit Shabtai, commercial manager of the Kravitz chain, notes: "We choose brands carefully. LIVO passed all our tests for comfort, material durability, and safety. It was important to us that the user experience be positive, and LIVO has proven its quality alongside industry leaders like 'Kal Gav' and 'InWay.'"
Today, Liv is fully healthy. "She is all heart," says Toledano-Alfi. "When she sees the products, she says, 'That's Livo.' For me, this isn't just a business; it's a dream come true and a way to turn personal challenges into joy for children."
