Why has no one mentioned brain development?

By age 3, your baby's brain is around
80% of its adult size.*

The right toys and storybooks, at the right stage, can help.

Grab and Giggle 4–6 months
Heads Up 2–4 months
Hello World, 0–2 months

A more meaningful start for a brighter future.

4 toys + a storybook, every 2 months, matched to your baby's age.

FSC® certified wood and rubberwood and cotton
Expert-designed around five key areas of early development

Toykits starting from £59

Join the waitlist

Orders open in December. Be the first to know.

First name

Please add your first name

Your email

Please check your email address

Baby's due date or birthday (optional)

Optional. So our emails match your baby's age and stage.

Please check the date

Mobile number (optional)

The herd gets first dibs when orders open in December

*Knickmeyer et al., Journal of Neuroscience, 2008; Gilmore et al., Cerebral Cortex, 2012.

The Founding Herd Benefits

First dibs

Priority access to our first limited batch.

A special gift

An exclusive edition of All of Us, Brand New with your first kit.

Your name in our story

A place on our Founding Herd page (optional).

Shape what’s next

A first look at our next kits, and a say in them.

Grow in confidence

First access to child development content from UK experts.

More than a toy subscription

Join a community of parents who believe the early years deserve something more meaningful. Be part of our 2027 community event with other parents and experts.