Expert children’s services
aligned with our missions and values

About our partners

Below are a number of children’s services who we recommend.

We take great pride in being associated with the following companies and would like to assure you that their expertise in their field and their missions are fully supported by us.  

Toy Association

Founded in 1916, The Toy Association™, Inc. is the not-for-profit trade association representing hundreds of companies including manufacturers, retailers, licensors and others who are involved in the youth entertainment industry. It’s members account for 93% of US toy and game sales, which were approximately $38.2 billion in 2021. They are the USA industry’s voice on the developmental benefits of play, promoting play’s positive impact on childhood development to consumers and media through our Genius of Play initiative for which we are proud to be a play ambassador for.


Founded in 1992, the American Specialty Toy Retailing Association (ASTRA) is an international not-for-profit trade organization that serves more than 1,800 independent retailers, manufacturers and sales representatives of the specialty toy industry.
ASTRA is a dedicated community of professionals committed to providing children with healthy, quality play materials that have high play value.

Products of Change

Products of Change brings together a strong community of brand owners, retailers, content creators, innovators, manufacturing partners and marketing experts who by learning and connecting through the platform can drive sustainable change within their respective businesses while maintaining a commercial footing.


Wastebuster is a a leading not-for-profit environmental education company that uses entertainment for social change and campaigns to create social, economic, and environmental benefits. It has a global network of 24,000 schools and 5 million children and families in 94 countries. Their recycling rewards programs educate and reward whole school communities for recycling to develop new recycling infrastructure. Recycle to Read, in association with Products of Change, exchanges toy, tech, and textiles for books to support children's literacy and the circular economy for toys in the UK and globally. Wastebuster believes in collective impact and partnerships to achieve the UN Sustainable Development Goals.

Women in Toys (WIT)

Women in Toys is the leading global networking organisation dedicated to cultivating and supporting the advancement and recognition of women working in toys, licensing and entertainment. Founded in 1991, WIT provides a supportive forum and unparalleled opportunities to help its members achieve professional growth and success.

CAA - Children's Activities Association

The not-for-profit Children’s Activities Association (CAA) was launched by a team of industry experts in 2015 to set and raise standards in all UK organised children’s activities. The CAA offers activity providers a simple way to communicate their excellence. By asking ‘Are you a CAA member?’ – the company ensures parents can make informed choices and get peace of mind on issues including insurance, health and safety, criminal record checks, training, qualifications, class content and more.

Families in Focus CIC

Families in Focus CIC supports parents caring for children with special need and/or disability. The company provides support through parenting courses and Parent Network support and learning groups with additional training in empathetic communication techniques and training to become facilitators.

Children's Alliance

The Children’s Alliance began as an initiative by Water Babies to broaden politicians’ awareness of the health and wellbeing issues currently facing children in the UK and a push to create a ministerial position dedicated to the health and wellbeing of children. Stemming from that has grown an acknowledgement that we are all responsible for creating a better, brighter future for new generations. The old adage that “it takes a village to raise a child” promotes the idea that we can all help to make a difference in children’s lives.

Independent Publishers Guild (IPG)

The Independent Publishers Guild is a leading UK trade association with more than 600 members, and provides a wide range of resources, events and networking to help them do better business. Its community of publishing members works across the spectrum of the industry and shares annual turnover of more than £1bn.

not only pink and blue

We challenge buying behaviour that perpetuates stereotypes with our directory of brands that don’t use girl/boy filters; by creating parent friendly work cultures with our innovative parental leave programme; and by collaborating with leaders where we consult on projects, deliver talks, chair round tables to create a world that does not stereotype children.


PRIVO is a child and family identity management and privacy compliance solution. The solution helps companies with sites, apps and smart toys to directly and legally engage with young consumers by obtaining verifiable parental consent while staying in compliance with privacy regulations. PRIVO can help companies securely open the doors to children in a compliant manner.


Founded in 1988, Saunders is 60-strong national practice of architects, technologists and urban designers offers a full design service, from initial concept through to delivery of projects of all scales across a variety of sectors. Saunders, and FUNdamentally Children, have teamed up to design inspiring and enriching nursery and early years settings to enhance children’s imagination and play.

The Parent Practice

The Parent Practice enables parents to create a clear vision of how they want to be as a family and to bring up their children in a purposeful way. Through their courses and consultations (face to face in London or online) and topic-based workshops (in their centres or in schools or the workplace)

AIS / Playroom

Playroom, the AIS Toy Division, launched in 2008 and it currently fulfills the toys and children's product range plan requirements of over 80 Members. Working with a global supplier base including top names like Lego, Mattel, Hasbro, Playmobil and Spin Master, Playroom has a strong focus on sustainable brands and also offers Members exclusive access to a high-margin toy import programme.


Tricia (Striano) Skoler, PhD is an award winning researcher of early cognitive development. She has authored hundreds of research papers and books and is co-founder of ZWIFLY® brand which trains students through courses, experiential learning projects, and internships at research based companies.