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.

What would you like to find?

We are so glad you are joining us on our journey and appreciate any feedback you might have to make the early stages of our site even better.

Please come back soon as we are constantly growing and adding more brands and products to our site.

Shop by Category

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

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

We’ll let you know when we have new things to tell you

I accept the Privacy Policy for mailing list subscription.