Age & Stage

Play Time Prep

Newborns can't see much further than the distance to your face, can't hold anything, and sleep most of the day. So most of what's marketed as newborn toys is really for you — and it's perfectly normal to spoil your little one with fun and cute toys.

What they do actually need is time on their tummy, something high-contrast to look at, and a safe flat space to be put down in when your arms give out.

Play It By Ear

Buy almost nothing here before the birth. A playmat or gym and one or two high-contrast things is genuinely enough for the first three months, and a safe flat space to put the baby down matters more than any toy.

Below you'll find playmats and gyms, tummy time support and newborn toys, with guidance on what's developmentally useful this early and what can wait until they can actually grab it.

Tummy Time

Make tummy time more engaging with our collection of toys designed to encourage reaching, lifting, grasping and exploring. Discover fun, developmentally supportive toys to keep little ones curious and motivated while they build those all-important early skills.

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Most Loved

Snuggletime Tummy Time Floor Mirror

R199

Tiny Love Black & White Tummy Time Mobile Entertainer

R595

Most Loved

Tiny Love Black & White Double Sided Book

R395

Tiny Love Farmers Funday Soft Tummy Time

R395

Sassy Bumpy Badger Toy

R179

Grow Baby Bunny Push Toy

R150

Sassy Koala Mirror

R229

Tiny Love Tiny Rockers Follow Me Charlie

R695

Playmats & Gyms

Make playtime more engaging with toys designed to encourage movement, exploration and those all-important early developmental skills. From playful activity toys to engaging sensory experiences, discover our collection of favourites designed to keep little ones curious, active and learning through play.

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