Family: Three local children's brands you'll love

Becoming parents motivated three local entrepreneurs to launch children’s brands, creating soft toys, imaginative plastic-free gifts and organic sleepwear which supports endangered species

Brand: Penny & Lola

Owners: Hilary and Chris Barrett, based in Withersfield, near Haverhill

The business: In association with PigBird, Hilary and Chris have created a soft toy collection inspired by Imogen Heap’s The Happy Song. They launched September 2021

How it started: “We wanted to make the toys from The Happy Song video as our little girl loved them, and we felt other children would too. The characters are bold and quirky, a bit wild and funny. We started investigating what we could do in January 2021 and spoke to Imogen Heap’s team and the designer Trevor Hardy, who were all really supportive. We launched in September 2021. I was on maternity leave, and it was lockdown, so I think I was a bit bored!? The business name is my family’s cat and dog from when I was growing up!”

The toys: “The characters were created by Trevor at PigBird; he is an animator, and has previously worked for Aardman. He agreed that they’d make great soft toys. We just think they’re unique and fun characters. My daughter loves the pink cat! She was only about eight months old when she first saw the initial prototype - she’s very used to seeing them round the house now.”

How it’s going: “We have had such lovely feedback from people. The first thing people say is how soft they are. But with so many fans of the video, lots of people buy all three and a few people have asked us to let them know when we’ll have new characters, because they want them too. We will - at the end of the year. We donate a proportion of profit from our sales each year to the NSPCC. It was important to us when we set our company up, that is all about happiness and children, that we needed to spread the happiness and reach further than our customers.”

What’s next: “We have lots of new products coming this year, muslins, hooks, cushions, new soft toys and rattles, which is really exciting! We have so far just made products from The Happy Song, but one day perhaps we will have different ranges of products aimed at new babies to toddlers. We would like to continue to grow and bring joy to families.”

Where to buy: Visit pennyandlola.co.uk

Brand: PomPom

Owners: Katherine Rhodes and Cecily Henderson, based near Saffron Walden

The business: PomPom sells imaginative and unusual toys, gifts and homeware for babies and children, which are proudly 100 per cent plastic-free. They launched October 2019.

How it started: “Having children really sparked off PomPom – the first few months are a whirlwind of no sleep but gradually as life settled down, we realised quite how much colourful plastic had amassed in our lives. Avoiding plastic is hard; doing the research to find alternative options takes time, thought and energy – most of which parents don’t have an excess of! Our mission was and still is to find or create stylish, imaginative designs that kids love and will use again and again, all of which are 100 per cent plastic-free.”

The products: “We love our products! They are beautifully made and many are unique and not found in High Street stores. We source them with great pride and with a stringent list of criteria – whether it is ethically produced baskets made in Madagascar or beautiful Danish cot mobiles. We test all our products on our children or other people’s and take that feedback very seriously. Our minimum criteria for any design is that it should look great, bring babies and children joy again and again and be plastic-free!”

The bestseller: “Our PomPom designed Climbing Triangle and Slide is one of our bestsellers – and for a reason, it lasts! It is the world’s only indoor climbing frame with three adjustable heights, so it can grow with the child. You can use it from the age of six months and even my daughter aged nearly six is still using hers. We are strong believers that you need to get value for money from a toy and it has to be built to last. We designed it during lockdown and we felt the need to bring production closer to home, both logistically and ethically to reduce our carbon footprint. We wanted to support British businesses and we have proudly done that. We plant a tree for every Climbing Triangle and Slide sold, and also support the Marine Conservation Society.”

Where to buy: Visit shoppompom.com and see at Presents Galore at Newmarket Racecourse, November 25 - 27

Brand: Wild Slumber

Owner: Jade Wild

The business: Wild Slumber sells organic sleepwear and bedding for little ones, designed by Jade to incorporate and support endangered wildlife. It launched in 2019

How it started: “I was inspired to launch Wild Slumber because I wanted to bring something different to children’s sleepwear, using it as a tool to introduce young children to animals and the wonders of the world. When buying pyjamas for my own children, I found there was a lack of prints and fabrics that were educational and high-quality. As a mum who only wants children to sleep in the very best, I took it upon myself to create another option for like-minded parents. The name ‘Wild Slumber’ was my husband’s creation. Wild is our family name, whilst it fits in perfectly with the brand’s focus on wildlife. Wild Slumber was the ideal choice!”

The products: “Our most popular pieces are our traditional pyjamas; there’s something so magical about a proper set of PJs. We also have sleepsuits, lounge pyjamas, bedding muslins, and we release seasonal pyjamas too. The most popular designs are those with the most iconic animals on them, like a safari print or woodland scene. I always incorporate a few obscure species into these prints which makes them more appealing! I hope my pyjamas will fill children with curiosity about animals they might not already know about. My favourite animal to draw has to be giraffes; I get completely lost in drawing them and can let my imagination run free.”

Best moment so far: “Stacey Solomon has purchased from us and tagged us on social media; I will be eternally grateful for the boost she gave Wild Slumber. Plus, being shortlisted for the Junior Design Awards 2022; having had my products be judged by an independent panel and receive such a reputable award is a huge achievement! I feel like these pyjamas genuinely make a difference, helping children learn about the world around them. I am also helping to ensure that endangered species are spoken about and hopefully understood, which in the long-term should mean more is done to protect them.”

What’s next: “I’m hoping to spread my wings in 2023, launching more fun-filled inspirational prints, ‘mum and me’ matching pyjamas, and more. I’m pushing myself out of my comfort zone and am also looking to be stocked across retail stores too.”

Where to buy: Visit wildslumber.com or buy via Instagram @wild_slumber