Husband and wife team Tom and Rosie McDiarmid launched All the Kids in November 2021. Following the birth of their daughter, the couple became acutely aware of gender stereotyping in children’s toys. This motivated them to create a business that encouraged purchases based on interests rather than gender.

In keeping with this ethos, the website is modern and neutral in design with no subliminal colouration – i.e pink and blue – nor gender-stereotyped product categories. Large, bold imagery allows the product to be front and centre. The main focus is on sustainable toys, games, crafts and books for children aged 2-6 years. Brands include Tenderleaf, Bajo, Londji and Yellow Door, alongside UK small businesses offering handmade crayons and playdough.

Short-term plans for the business include expanding the ranges within the current product offering and adding guides to help create play ideas. All the Kids would also like to collaborate with other brands in the future and potentially create a clothing range around the concept of inclusivity.

For further information on All the Kids, please click here.