About Us

Serabeena is an educational toy company specializing in creative toys for children. We take pride in designing, developing, and manufacturing products that foster creativity and imagination. Guided by the concept of open-ended play, our products encourage children to develop their fine motor, storytelling, and problem solving skills while providing an artistic outlet to express themselves.


Started in 2000 by toy industry veteran Jan Bitcon, Serabeena is a second-generation, family-owned company with retail roots dating back to the 1900's when great grandfather George Bitcon owned a general store in Tallygaroopna, Australia. Today Serabeena is managed by Jan’s son Nicholas who carries on the legacy, joy and ingenuity of this family business.

We are pleased to announce the launch of our new online toy shop, giving parents a convenient way to buy educational toys.