I set up what2buy4kids in 2010 after becoming frustrated with how difficult it was to find decent kids' birthday presents for my children’s friends. Ever since my three children started going to birthday parties, I have tried to give gifts that are both special and useful, rather than giving a present that will live with the other unwanted gifts at the bottom of the wardrobe! My thoughts were that if I was finding it difficult to buy a good birthday present, then surely lots of other busy parents, grandparents, aunts and uncles must be finding it hard as well. So I decided to do something about it. The result is what2buy4kids – a website full of great gift ideas that kids will love combined with an outstanding customer service that adults will appreciate.