Our Mission

Eeny Meeny, the kids’ concept store bringing you the best brands for play, learning, and everyday essentials.

Our Story

“ Hello, my name is Clothilde (Clo), and I am the Founder of Eeny Meeny. If you're here, it's because you probably want to know more about Eeny Meeny ☺️.

As a mum of three under seven, I believe in the power of play. Not just for fun, but for how it shapes kids’ development and the way they experience the world. I like simple, well-made toys, ones I also don’t mind seeing in my living room...

I also believe that children develop their sense of aesthetics by being surrounded by beautiful designs from an early age. Creative play nurtures curiosity, problem-solving, and social skills, keeping kids engaged in a way that screens and cartoon characters simply don’t. And when children grow up with well-made toys, they develop a taste for quality and are more likely to embrace a sustainable, eco-conscious mindset.

I have always loved finding unique gifts for my own kids and others, but as a working parent, time is scarce. I struggled to find a place that offered something different, beyond the standard, mass-produced toys seen everywhere. I wanted well-designed, practical, and creative options that kids would love and that parents would enjoy having around too. Smart toys that aren’t just fun, but also look good, tidy up easily, and don’t overwhelm a home.

I also love toys that grow with children. Some evolve as kids do—first played with alongside a parent, then independently, and later shared with siblings in new ways. Others stand the test of time through their quality and versatility, ready to be passed on to younger siblings, cousins, or children in need.

As children start school, their world of toys changes. Suddenly, it is filled with superheroes, blockbuster franchises, and plastic figurines. But I know there are still toys and accessories that older kids will love. 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.

I created Eeny Meeny to bring together all of this. A place where play, design, and sustainability meet. A place that makes it easy to find toys that are different, that last, and that truly support childhood.

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 little ones 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. ”

Our Sustainable Commitments

Shop thoughtfully. Gift meaningfully. Create childhood memories that last.

Spend Better

Quality over quantity. Open-ended toys and board games designed for endless play.
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Upcycling Mindset

Toys built to last and designed to be passed on to siblings, friends, or children in need.

Locally Made

70% of our range is made in the UK or Europe, supporting ethical and local production.

Minimise Plastic

Toys mostly made of wood, FSC paper & cardboard. Less waste, more play.

Helping Others

1% to charity supporting children in need living in the UK.

Helping Others

1.3 million children under the age of 3 live in poverty in the UK. It represents 43% of children in London.
Contributing to giving all children the start in life they deserve is part of our DNA and why we want to exist. As such, for every order placed with Eeny Meeny, a charity donation of 1% of order value with a £1 minimum will be made to charities supporting children in poverty in the UK

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Little Village is a baby bank that collects great quality clothes, toys & nursery essentials for kids from 0 to 5 years old and gets them to families in need across London.
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Recognised & Loved

We created Eeny Meeny to bring together beautiful, well-made toys and kids' accessories.
Seeing our vision resonate with families and industry experts alike has been an incredible honour.

Thank you for trusting us to bring a little more play, creativity, and quality into childhood!