Who is Toby Tiger? The story behind the British organic children's brand
If you're visiting Toby Tiger for the first time, you might be wondering: Who's behind the colorful 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 colorful, child-friendly, and sustainable clothing that babies and children love—and parents can buy with a clear conscience.
Zoe herself is known for her love of bright colors, cute animal prints, and high-quality fabrics. With a clear vision for long-lasting, 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 businesses – transparency and ethical standards are our top priority
Unisex designs – ideal for passing on, combining or for sibling looks
Matching outfits – from babygrow to parent pajamas, perfect for shared family moments
Zoe says, "I wanted to design clothes that children would love to wear—and that parents would know they were doing the right thing. Sustainable, durable, and playful."
Our design approach
Colors are the focus at Toby Tiger. Whether rainbow stripes, fun appliqués, or retro flowers – we believe that clothing should reflect a child's personality. Our designs are child-friendly, practical, and yet strikingly beautiful. This makes dressing up fun!
And the best part: With thoughtful details like wide necklines, practical snap fasteners, and grow-with-the-child cuffs, we make everyday life easier for parents.
Now also in Germany
With Toby Tiger GmbH, we have now officially entered 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. Parents, bloggers, and influencers in Germany are already celebrating our colorful styles on social media – whether during everyday daycare, on family vacations, or while playing in the garden.
Sustainability as a family value
For many young families in Germany, sustainability plays a major role in their purchasing decisions. 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 favorite pieces for your child, or love matching outfits for special occasions, with us you'll find clothing that combines color, comfort, and responsibility.
Follow us on Instagram or stop by our shop – we're excited to be part of your everyday family life in Germany.