Born from a simple idea: play matters.
Eeny Meeny started because one mum could not find what she was looking for. It grew into a concept store for families who believe that the right toy can make a real difference.
I started Eeny Meeny because something was missing.
I am a mum of three under eight. I have always loved finding what I call the perfect gift for my own kids and for others. But as a working parent, time is short. And I kept running into the same problem: the same mass-produced toys around me, the same plastic, the same cartoon characters.
Over the years, travelling with my family, I discovered beautiful kids' shops in other cities. Places that curated thoughtful, creative toys with real care. They inspired me. I saw an opportunity to bring that same spirit to a place I call home, where my own children and the children around us are growing up.
So I built my own version.
Eeny Meeny launched online in the UK in 2022, inspired by those places and shaped by what was clearly missing locally. After a year and a half of hard work in the shadows, and moving our family to Monaco, we are now opening our first brick-and-mortar: a concept store dedicated to toys and accessories for children aged 0 to 8. A place where kids can discover, try, and play. And where parents and relatives can find gifts they feel good about.
Come and visit us 13, rue Princesse Caroline 🧡
Every product is handpicked by me.
I don’t just choose the brands I find beautiful. I select the pieces that I know will work. Toys that spark creativity, support development, and fit into real family life, whether it is keeping children entertained at a restaurant, making travel easier, or simply blending seamlessly into your home.Eeny Meeny is here to make gifting easy, meaningful, and filled with play. I hope you love these finds as much as I do.
Award-winning from the start.
Within our first two years, Eeny Meeny was recognised by parents and industry alike. It confirmed what we already felt: families were looking for exactly this.
The ideas behind Eeny Meeny.
"I also love toys that grow with children. Some evolve as kids do. Others stand the test of time through their quality and versatility, ready to be passed on. Even in a world of screens and trends, there is space for creative, well-made toys that capture their imagination and stay with them for years."
Clothilde, Eeny Meeny Founder
More than a shop.
I did not open Eeny Meeny just to sell toys. I wanted to create a place where families feel welcome. A space where parents meet, share ideas, and connect over a shared belief that childhood matters.
Something exciting is already happening in Monaco. Parent association, kids' workshops, children's clubs, a new indoor play space, new shops dedicated to kids. There is a real energy around childhood here, and it is growing. Eeny Meeny wants to be part of that movement. Through our workshops, events, and the everyday conversations that happen in the store, we want to contribute to this community alongside the people and initiatives already making it happen.
If that sounds like something you believe in too, come and be part of it.
We are at 13 rue Princesse Caroline in Monaco. Open Monday to Saturday.
Giving back is part of who we are.
Since Eeny Meeny launched, we have donated 1% of our sales to charity. Not profit. Sales. In the UK, we supported Little Village, a charity that directly provides essential items to families living in poverty in London. We chose them because they are lean, direct, and every donation reaches the families who need it.
We also encouraged customers to pass on toys their children had outgrown, directly to charities that give them to families in need rather than reselling them. It is a simple idea, and it works.
Now that Eeny Meeny has a home in Monaco, we want to continue that commitment locally. We have not yet identified the right charity partner here. We are taking our time to find an organisation that shares our values: one that supports children and families directly, operates with minimal overhead, and makes a real, visible difference in the community.
This matters to us.
When we find the right fit, we will let you know.
