57 of 250 Founding Circle spots claimed

A personal invite from Melissa

Pre-orders now open. Founding Circle closes June 15th.

Expert curated play boxes designed for your baby’s first 6 months.

Lock In 20% Off For Life →

Pay nothing today

Charged when box ships

Takes 90 seconds

Cancel anytime

Join the Founding Circle. Only 250 spots.

20% offfor life

Freedelivery

Shipsbefore Jun 22

Six expert curated toys, in every box.

Each toy is chosen for the developmental priorities of its age window. No filler, no fluff.

Hanging Mobile Crib

Encourages visual tracking and calm focus

Wooden Animal Book

Builds early recognition through faces and shapes

Wooden Bell Cylinder

Introduces cause and effect through soft sound

Black & White Cards

High contrast patterns for developing newborn vision

Black & White Rattle Ball

Pairs bold visuals with gentle sound discovery

High Contrast Visual Surround

Stimulates visual focus during tummy time

Wooden Rattle

Stimulates hearing while strengthening tiny grips

Spinning Drum

Spin to discover sound and movement, teaching cause and effect

Crinkle Book

Engages sensory touch, sound, and early vision

Beechwood Teether

Soothes sore gums and builds grip strength

Interlocking Disc

Develops fine motor skills and hand coordination

Magic Tissue Box

Teaches cause and effect through pulling play

In every box

A research led play guide.

How to use each toy, what your baby is learning, and the signs of progress to look for.

See the boxes →

£0 today · Cancel anytime

The most important window
is right now.

85%

Of brain development happens before the age of 3

More than at any other point in a person’s life.

Source: Harvard Center on the Developing Child

1M/sec

Neural connections form per second

Right now, in your baby’s brain. Every interaction matters.

Source: UNICEF Early Moments Matter

£7/£1

Return on every £1 invested in early years

In long term educational and health outcomes.

Source: Prof. James Heckman, Nobel Laureate

The first 6 months are won through play.

Not screens. Not background noise. Babies learn by reaching, mouthing, focusing, and connecting. The right toys, in the right moments, are what shape those neural pathways for life.

Designed by world class experts in early childhood.

Sarah Kingham

Early Years Educator · 35+ Years

Sarah designed the developmental sequencing of every toy in the boxes.

35+ years in early childhood education
All Party Parliamentary Group on the First 1,000 Days
Mother of three

Dr. Amin Marei

Early Years Researcher · Harvard

Dr. Marei vetted every toy against current early development research.

Researcher at Harvard Graduate School of Education
Senior advisor to UNICEF and UNESCO
Father of two

Lock in your spot →

57 of 250 spots claimed

Built for your baby’s exact stage.

Pick the box that matches your baby’s age, or get both at the bundle price.

Your Founding Circle benefits

20% off for life on every future box

Pay nothing today. Charged only when your box ships.

Exclusive research-led tips emailed monthly to Founders only

This pricing closes when we launch publicly. Prices return to £59.99 after.

Choose your box

The Seedling

0-3 months · Ships before Jun 22

£48

£59.99

Founding Circle 20% off

The Sprout

3-6 months · Ships before Jun 22

£48

£59.99

Founding Circle 20% off

The Founding Bundle

0-6 months · Best value

£86.40

£119.98

Founding Circle 20% off + extra 10% off

Two boxes at full price£119.98

Founding Circle 20% off− £24.00

Bundle 10% off− £9.58

You pay£86.40

Bundle delivery schedule: The Seedling ships before June 22 (for the 0-3 month window), The Sprout ships before September 22 (for the 3-6 month window).

30 day money back guarantee

Not delighted with your first box? Full refund, no questions.

Questions? Answered.

Everything you might be wondering before you join.

When am I charged?

You pay nothing today. Your card is only charged when your first box is ready to ship in June. If you cancel before shipping, you are not charged at all.

How does the 20% off for life work?

Your first order already includes 20% off (you pay £48 instead of £59.99). After purchase, you will receive a personal discount code by email. Use that code on every future order, forever. No expiry, no minimum order.

Are the toys safe for newborns?

Yes. Every toy is UK and EU safety certified for the developmental stage it is designed for. We use only sustainably sourced wood and natural fabrics, never plastic. Each toy passes rigorous safety testing including bite, drop, and small parts assessments.

What if my baby grows out of the stage before I receive the box?

Tell us your baby’s due date or birth date when you order, and we ship the right box at the right time. If your baby is closer to 3 months than 0, we recommend the Sprout box instead. The Founding Bundle covers both stages so timing is never an issue.

Can I cancel after the first box?

Of course. No subscription, no commitment. Each box is a one time purchase. The Founding Circle membership stays with you for life, so you can come back any time at 20% off whenever you choose to order.

How is this different from other baby toy boxes?

Ours are designed by Sarah Kingham (35+ years in early childhood) and Dr. Amin Marei (Harvard, UNICEF advisor) based on what actually shapes a baby’s brain. Every toy targets a specific developmental window, and every box includes a research led play guide that tells you exactly how to use each toy.

Founding Circle closes soon

Some chapters only happen once.

The first six months of your baby’s life will not come around again. Make them count with the right toys, in the right moments, designed by the people who have spent decades studying exactly that. Once we launch publicly, prices return to standard.

Founding Circle members get: 20% off for life · Pay nothing today · Free delivery · Cancel anytime

Join the Founding Circle →

57 of 250 spots claimed