The Christmas Shop Small Guide

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Black Friday deals or not, here at City Kids we love supporting the small businesses that create and sell amazing toys, clothes and products for children. The kind of stores where you find that beautiful handmade teddy or unusual little outfit.

These shops and businesses are run by people who love curating a truly interesting and inspiring selection of brands – often from around the world. So, here are ten independent stores that we think you’ll love and where you’re sure to discover the most perfect presents for little ones.


Neon Marl

Neon Marl creates hand printed pieces for both adults and kids at their UK studio. Shiny metallic or bright neon t-shirts, sweatshirts and hoodies are what they’re famous for, plus you can personalise for that special touch. Sizes start from babies with vests up to adults so if you’re feeling the need for a matchy matchy day, you’ll have plenty of choice.



Fred and Noah

Established in 2014 and run by husband and wife team Natalie & Daniel Reynolds, Fred & Noah is a small UK brand which make luxury clothing for boys and girls aged 0-6 years.

All of which are hand printed in their Essex studio with care and attention to detail.

Specialising in organic baby leggings, bedding and footwear, they use only the highest quality fabrics which are incredibly kind and comfortable for babies and toddlers and are all machine washable.


Cottage Toys

Cottage Toys and Interiors is online boutique online store run by mum of two Jessica, mother of two. We love the stylish selection of high-quality toys and accessories for children and babies. Think gorgeous wooden play dolls houses and train sets alongside adorable baby goodies. There is also room décor, nursery furniture and lighting.


ALL by MAMA is a fantastic marketplace selling gifts that are made by mothers. They offer a platform to small business from all over the UK. It all began just a few years ago as a place for talented Mamas with families to sell their products, with 40 sellers joining the launch.

Now it is a community of 350, featuring over 4,000 products – everything from personalised jewellery to teapots. The baby and children’s sections are a great source of present inspiration where you’ll find toys, books clothing and crafts. The type of website where you can get all your Christmas shopping sorted with just a few clicks.

Olive Loves Alfie

Award winning creative children’s store Olive Loves Alfie was founded in London in 2006 by mum Ashlyn Gibson and has grown to be a go-to for those looking for sustainable, ethical and beautifully designed products. As well as opening a London store in Stoke Newington, Ashlyn has designed her own range of ethical children’s wear and stocks brands such as Mini Rodini and Veja. Pop into the shop or check out the lovely selection of books, toys and clothing online.


KidPix was launched in May 2018 by two friends Katya and Sian who met while studying together at the University of Oxford. Today the platform connects customers and independent designers and allows for a range style preferences, sizes (ages 0-14 years) and budgets.

The pair have a great eye and mix brands such as Lola and Blake and their bright prints with the more traditional looks of Beatrice and Bea – meaning there is something to suite all tastes. Plus, they offer a personal shopping service if you want some extra help choosing.

Cotton Twist

Discerning parents already know about the plastic free appeal of Cotton Twist’s craft kits. What started as a campaign to reinvent the tat in party bags has now become an emporium of tasteful, creative crafting for kids. From personalised keepsake boxes to craft kits with eco warrior credentials, you’re bound to find something to keep the kids amused, and perhaps a little educated, this Christmas.

Little Hotdog Watson

Each of the hats made by Little Hotdog Watson are unique, produced ethically, and most importantly, can be chucked into the washing machine! For your peace of mind they’re also lined to be super warm, have reflective detailing for those dark days, and are water resistant. Different colour ways, patterns and styles are all available from this hat expert!



Two Kiwi mums on a mission have created a much-loved brand of soft, yet naturally super technical garments for kids and parents.

In case you don’t know, merino wool keeps you warm when you’re cold and cool when you’re warm, is hypoallergenic, and breathable. And with Cat and EJ at the helm, it’s very fashionable too.

Nurture Collective

If you’re trying your best to go green this Christmas then look no further than this amazing site. Founded by Mims’ mission to be more mindful and conscious in shopping for her daughter, the site now offers products from a range of ethically driven small businesses.


With ideas to spruce up any bedroom, From Pea’s founders Claire and Paul have let their imaginations run. Wall stickers, poster prints, bedding and how-to guides are all available on their site.


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