A Quarter of a Century of Fun, Fashion, and Family from Toby Tiger - Toby Tiger

A Quarter of a Century of Fun, Fashion, and Family from Toby Tiger

Rainbow clothing - Balloon Shot


For 25 years, Toby Tiger has brought families together with fun and stylish designs. Founded by award-winning designer Zoe Mellor in 1998, Toby Tiger is a family-run, ethical and independent company that offers a wide range of baby and kids' clothing. Their clothes are instantly recognisable, from the bright rainbow colour palette to the timeless designs. Over the past quarter of a century, Toby Tiger has brought joy to children and parents alike with their creative and cheerful clothes. So, let's explore the history of Toby Tiger, their commitment to ethical production, and their dedication to family.


Lobster Dungarees - Beach Shot

How it all started

Zoe had a creative vision and wanted to create a fun and vibrant range of clothing for children. She used her experience in fashion design to create a timeless wardrobe of clothes, in bright rainbow colours, with unique and playful appliques.
The aim was to create something special and unique that parents would love but that kids would be excited to wear. Zoe's designs quickly became popular, and Toby Tiger soon spread far beyond Brighton.
Now, 25 years later, Toby Tiger is still a family-run business, and Zoe's designs still make kids worldwide smile. The brand is dedicated to ethical production, ensuring every item of clothing meets the highest standards of quality and sustainability.
Toby Tiger is now a much-loved global brand and a firm favourite with kids and parents alike. It began with one woman's vision and has grown into a quarter of a century of fun, fashion, and family!


Rainbow Dress - Beach Shot

The early days

When Toby Tiger was founded by award-winning designer Zoe Mellor in 1998, it was clear that it would be something special. With her passion for creating unique and timeless designs and her commitment to using only organic cotton, the brand quickly became popular among small and more significant stores.
As the brand grew, so did the demand for its bright and colourful kidswear. Using the highest quality organic cotton, Toby Tiger was the first to create colourful organic kidswear - and it made a statement. With an instantly recognisable colour palette, fun and friendly appliques, and timeless designs, Toby Tiger has since become a well-loved and recognised brand.
Today, 25 years later, Toby Tiger remains true to its roots. A family-run and ethical company, Toby Tiger, is still dedicated to providing parents with quality and comfortable kidswear. As we reflect on the journey that led us here, we cannot help but feel grateful for all the support that allowed us to become one of the most beloved kidswear brands of all time.


Rainbow 2 Kids - Beach Shot

The present-day

Toby Tiger has come a long way since its inception in 1998. After the successful launch of the UK brand, Zoe Mellor, the founder and designer, decided to expand the reach of the company to Europe with the opening of a German sister office. Zoe moved to Berlin to build this branch from the ground up, and now, Toby Tiger is thriving in the European market.
Zoe's dedication to Toby Tiger's success was evident as she moved to Berlin to ensure that all of her European stockists could experience Toby Tiger's bright rainbow colour palette, fun and friendly appliques, and timeless designs. As a result, Toby Tiger has seen considerable growth in customers who have adopted its ethos and style from this expansion.
The UK team continues to grow and support the Toby Tiger mission, while Zoe primarily works from Berlin. We can only imagine how fun it must be to have Teams calls with the entire team, seagulls squawking in the background! Thanks to Zoe's hard work and dedication to her company, Toby Tiger is now more popular than ever. Here's to another 25 years!


Deckchair - Beach Shot

The future

As we look ahead to the next 25 years of Toby Tiger, we're excited to see what the future holds! We are committed to ethical manufacturing, sustainability, and vibrant designs, so we can share more of our creations with families worldwide.
We believe in creating clothes that children love to wear and parents love to buy. That's why we use only the highest quality materials, ensuring our products are soft and comfortable for kids to wear all day. We also strongly emphasise sustainability, using only organic and recycled materials whenever possible.
Our bright colours and unique designs continue to be a hit with parents who love dressing their children in clothes that make them stand out. We're also constantly working on new ideas and trends to make our clothes more fun and fashionable.
As we move into the future, we're looking forward to continuing to create clothes that bring joy to children and families everywhere. With a quarter of a century behind us, we're confident that the best is yet to come!
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