Challenging stereotypes with great stuff for kids Challenging stereotypes with great stuff for kids

Welcome to the first online marketplace for children’s clothes, book and toys that challenges the tradition of dressing girls in pink and boys in blue. After all, there are 11 colours and over 10 million shades to choose from!

As well as all the colours, you’ll also find inclusive books with diverse role models, and toys that feed imaginations and bring joy to our younger generation.

We don’t believe in limiting kids before they’ve had chance to discover what they love, so on our site, you don’t search by gender but by activity and attitude to find gender neutral and gender inclusive products.

What would you like to find?

Shop by Category

Buy directly from someone who put their heart and soul into making something special.

Download some fantastic free stereotype-busting colouring pages

Why Shop With Us?

We meet all our Partners

We know kids will love the products

We don’t stereotype

“We care about what you buy, we care about what your children play with, wear and read, so we make sure that we meet every Partner who sells their products on not only pink and blue.”

Clare Willetts, CEO and Founder of not only pink and blue

Every so often we’ll email about new products, offers or tips. Happy to hear from us?

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