Who is Toby Tiger? The story behind the British organic children's brand
If you're new to Toby Tiger, you might be asking yourself: who's behind all the colourful prints and cheerful children's outfits? Get to know us – and find out why our clothes are now available in Germany.
Our Roots
Toby Tiger was founded in 1998 by Zoe Mellor, a British designer, mother, and author. Her mission: to create colourful, child-friendly, and sustainable clothing that babies and children love – and that parents can buy with a clear conscience.
Zoe herself is known for her love of bright colours, cute animal motifs, and high-quality fabrics. With a clear vision for durable, responsible fashion, Toby Tiger quickly grew into one of the UK's most popular organic children's brands – and is now finally available in Germany.
What makes Toby Tiger special?
100% GOTS-certified organic cotton – skin-friendly, breathable, and sustainably produced
Cheerful prints & appliqués – inspired by animals, nature, and childhood moments
Fairly produced in small factories – transparency and ethical standards are our top priority
Unisex designs – ideal for passing on, mixing and matching, or sibling looks
Matching Outfits – from babygrows to parent pyjamas, perfect for shared family moments
Zoe says: "I wanted to design clothes that children love to wear – and that parents know they are doing the right thing. Sustainable, durable, and playful."
Our Design Approach
Colours are at the heart of Toby Tiger. Whether rainbow stripes, fun appliqués, or retro flowers – we believe that clothing should highlight a child's personality. Our designs are child-friendly, practical, and yet strikingly beautiful. That's how dressing up becomes fun!
And best of all: through well-thought-out details like wide necklines, practical snap fasteners, or grow-with-me cuffs, we make everyday life easier for parents.
Now also in Germany
With Toby Tiger GmbH, we have now officially arrived on the German market. Our clothing is available through our German online shop – with fast delivery, German customer service, and lovingly curated collections for all ages.
Our community is growing daily. On social media, parents, bloggers, and influencers in Germany are already celebrating our colourful styles – whether in everyday kindergarten life, during family holidays, or playing in the garden.
Sustainability as a Family Value
For many young families in Germany, sustainability plays a big role when making purchases. This is exactly where we come in: Our clothing is made from certified organic cotton, free from harmful chemicals, and produced under fair conditions. This makes Toby Tiger the ideal choice for conscious parents.
Welcome to Toby Tiger
Whether you're looking for a unique gift, new favourite pieces for your child, or love matching outfits for special occasions – with us, you'll find clothing that combines colour, comfort, and responsibility.
Follow us on Instagram or visit our shop – we look forward to being part of your family's everyday life in Germany.