MADISON, Wis. -- With the holiday shopping season well under way, recent toy recalls aren't far from parents' minds.

VIDEO: Watch The Report

A recent Harris poll on toy safety found more than 40 percent of people surveyed said they would avoid buying Chinese-made toys this year because of safety recalls. However, one local company is hoping to cash in on those changing minds.

Oompa Toys, an online specialty company based in Madison, is focusing on toys that are natural, unique and safe, WISC-TV reported.

The company is based in an old, 15,000-square-foot warehouse.

"My job, I feel, is to provide parents with as much information as possible so they can make an educated decision," said Oompa Toys CEO Milanie Cleere.

Cleere's Web site is full of pictures of natural and handcrafted toys to order. But it also contains detailed information on what companies make them and what safety standards they meet.

For Cleere's young business, the timing couldn't have been better.

She said that since China toy recalls made front page news, sales have been soaring.

"Every other phone call or e-mail we get involves the safety of our toys and whether or not they contain lead," said Cleere. "So we're going through great efforts to ensure that the toys are safe."

In the three years that she's been in business, Cleere said Oompa's sales have soared 600 percent, thanks mostly to European-owned lines, such as Haba.

"It's hand-milled, handmade, hand-stained," said Cleere. "It's just a beautiful, simple toy."

One German-made cash register costs around $30, which is twice the price of its plastic counterpart.

But, Cleere claimed that parents get a lot in return.

"I believe that for the price that you're getting, this is made in Germany, and it goes through three layers of testing. It's safe, it's simple and they construct their toys to last for generations."

Cleere said that she knows firsthand.

On a recent trip to Germany, she stopped at more than a half-dozen toymakers, including Haba.

To back up her online promises, Cleere routinely visits her manufacturers to make sure they are keeping things like lead out of their products, WISC-TV reported.

Cleere said about one-third of Oompa Toys are still assembled in China, but that none of them is designed there.

All Oompa toys are overseen by companies obsessed with quality controls, as well as quality.

"The beautiful thing about these dolls is that they are entirely handmade out of 100 percent natural materials."

Oompa toys come from Thailand, Latvia, Poland and Germany, where hand-painted dolls are made with natural fibers.

Cleere said she's pulling the best out of a global industry.

It's a journey that's taken the California native from Los Angeles to Madison, via Italy, which is where the genesis of Oompa Toys came about.

Cleere said the idea for Oompa Toys was born in the middle of San Marco Square in Venice when their daughter's temper tantrum sent them on a search for an antidote.

"We found a toy store and we found a set of German wooden blocks and we gave them to her and she calmed down and they were very simple blocks," said Cleere.

The blocks were simple enough, but not so simple for shoppers to find. After searching for more toys like the blocks on an inadequate Web site, she hatched her idea, WISC-TV reported.

"I looked at it and said well I think I can do this, and so I did," she said.

Cleere said there's nowhere to go but up. Oompa Toys is doing so well she plans to build a warehouse in Middleton and move in there in 2009.

She said that she's also considering opening a toy specialty shop somewhere in the Madison area.