JOY + MAGIC

Parenting is filled with fleeting, magical moments—and our products are designed to make them even sweeter. From cozy plush animals to sooth your little one in bed to engaging busy toys for learning practical skills, we create thoughtfully designed and beautifully made goods to your child’s world. They may not remember these moments, but you will. Because the real magic lies in the love you share every day.

made with love + care only

As a mother of two, I know how priceless every moment with your child truly is. That’s why I pour my heart into creating products that nurture development while filling everyday life with beauty and joy. Whether it’s through thoughtful designs, meaningful play, or practical solutions, my goal is to help you cherish the little things—because those are the moments that matter most.

Here, you’ll find pieces made with love, tested by my own family, and designed to bring endless beautiful memories into your home. Welcome—I’m so glad you’re here!

How It All Began

When I was pregnant with my first baby girl, as a maker, I wanted to create the very best for her—toys that would spark her imagination and bring her joy. That’s how this brand began: turning her wonders into real, tangible magic.

When she was 9 months old, she said "baba" (for daddy) for the very first time through a little lamb figurine and I knew I've to make her some woolly friends. By one year old, she was obsessed with the ocean and wouldn't stop re-reading the same books on whales. That was my sign to create our whale poufs.

But here’s the thing—it wasn’t just about making cute stuff. It was about love, and by *love* I’m talking about more so a love letter to the mother I was the first time around—nervous and hopeful, or to my mother 30 years ago—who tried so hard for me, and to all of us mamas here who are doing our best every day. Because one day, these toys will be memories. These early years? They're so fleeting. You'll never look back and wish you'd celebrated their childhood less.

So, slow down, get on the floor and play. Choose toys that spark imagination over screens. Soak up these few years while they're still ours to hold.

Let kids be kids—messy, wild, and completely, wonderfully themselves.

Our products are designed to be soothing, engaging and safe, incorporating ultra-soft baby grade fabrics that are safety tested to bring you the peace of mind.

Every child should learn and grow in a safe and nurturing space, and we hope that our products are here to help create that environment for your little ones.

find our toys in the wild

From playrooms to paradise, our toys are out there making magic! You can spot them inĀ over 100 specialty stores worldwide, tucked into the most thoughtful children’s boutiques and design-conscious shops.

We’re also proud partners with:
Early education centersĀ (because learning through play is everything)
Family resorts & vacation destinationsĀ (hello, vacation memories!)
Children’s creative spacesĀ (where imaginations run wild)

Of course, you can always shop directly with us online—but if you’re traveling or exploring your local neighborhood, keep an eye out! Our toys love adventures as much as your little ones do šŸŒ