OCiel is not only the founder of Funtom, but he also pioneered play therapy for children.
He's a child himself and play therapy (or any kind of proper psychological therapy) didn't exist back then. But he undertands the importance of play in relation to trauma in children. Furthermore, he said it himself that his customers are those who are from the lower to middle class.
Even before the fire, he had wanted to open a toy shop because he understood how much having a plushie can help with loneliness and how sweets can lift one's spirits (along with his own biased preferences when it comes to sweets).
And this is also why he didn't really target the upper class. Those noble kids are already spoiled and surrounded by anything and everything that they could ever want. But the lower class? They might not be able to get a good quality plushie at an affordable price. And his passion and dedication show from the way he personally inspects every product to make sure that they're of good quality before releasing them. He truly cares about his company and by extension, those children.
This is also why, no matter how much he tried, he cannot and will not be like his brother. RCiel simply doesn't have the same empathy and he's not as compassionate. OCiel tried so hard to pretend to be his brother, but at the end of the day, he is and will always be OUR Ciel, a lonely yet gentle boy who cares about others, a demon, his servants, and other children alike.
