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Shop London: All participating stores for kids toys, clothing and baby essentials

Fashion and accessories for you little ones with exclusive discount codes


hy should your little ones miss out on all the discounted fun?

As part of the Evening Standard’s campaign to support small, lesser-known and independent shops across the capital, we are teaming up with the brands to offer exclusive discount codes across a whole host of essentials, from food and drink and fashion, to homeware and beauty.

The Shop London event extends to your pint-sized people with reductions across fashion brands and toys that are in equal parts educational and fun.

See the brands participating below.

Baby Boosa - Offer: 15% Discount Code: SHOPLDN2021

Putting a stylish twist on an everyday essential for your babies and toddlers, Baby Boosa offers playful and sustainable weaning necessities as well as toys. They are reusable and come in a storage bag for taking on-the-go with ease.

Bravado - Offer: 20% Discount Code: ESSHOPS20

Stylish and comfortable bras for nursing mums, Bravado transforms designs from frumpy to fabulous. Get clean monochrome styles or go wild with leopard print.

BundleBean - Offer: 20% Discount Code: ESSHOPS

Stylish waterproof products for babies, toddlers and wheelchair users.

Cheeky Chompers - Offer: 15% Discount Code: ESSHOPS

Teething is a tough time for young ones, but Cheeky Chompers is on a mission to make that growing pain a little easier, for both parents and children. The company, which once appeared on Dragon's Den, offer teething products and bibs.

Cheeky Rascals - Offer: 10% Discount Code: ESSHOPS10

Cheeky Rascals supplies parents with genius nursery products from across the globe. Shop items made for newborns to toddlers, from pushchairs to safety gates and more besides.

Doona - Offer: 10% Discount Code: ESSHOPS

Ask any new parent and they'll tell you - kids come with a lot of equipment. Offering a lifeline to anyone short on space to store both a buggy and a car seat, Doona's design can transform between one or the other in seconds, making your life far easier. It's also the only car seat in the world with integrated wheels and suitable for newborns as well as infants up to 13kg.

Ickle Bubba - Offer: 10% Discount Code: ESSHOPS

This award-winning brand is committed to supporting parents by streamlining the often bewildering world of baby products. The stylish selection includes travel systems, strollers, car seats and nursery furniture.

Latched - Offer: 15% Discount Code: ESSHOPS

A nursing bra that doesn't resemble a Tesco shopping bag? Head to Latched, where there are plenty of chic, comfortable designs to help you breastfeed in style. There's also a selection of monochromatic fitness and loungewear to help you through the first days of motherhood.

Lovevery - Offer: 10% Discount Code: ESSHOPS

Lovevery works with a leading panel of academics, researchers, and practitioners to develop early learning resources designed to give your kids the best start in life. The award-winning play products are fun, simple and engaging, while being sustainably made.

Magnet Mouse - Offer: 15% Discount Code: ESSHOPS15

When infants need more dress changes than Mariah Carey, fastenings and buttons can become a time-consuming nightmare. Enter Magnet Mouse, which offers 100 per cent cotton baby wear that's entirely free from fiddly poppers and buttons. Instead tiny magnetic fastenings are hidden away inside the fabric which means you can get your baby ready in seconds.

Medela - Offer: 15% Discount Code: ESSHOPS15

A portal for breastfeeding mums, Medela offers a wealth of advice and products for new parents.

Nap Nap - Offer: 15% Discount Code: ESSHOPS15

On a mission to help babies sleep like... well, babies, NapNap mats are award-winning, portable vibrating sleep mats for babies from newborn up to two years. The sleep mats emit soothing white noise to help recreate a womb-like environment for your newborn.

Nimble - Offer: 15% Discount Code: ESSHOPS15

Child-friendly cleaning products powered by plant-based ingredients that are kinder to the environment as well as your cubs.

Polarn O. Pyret - Offer: 15% Discount Code: ESSHOPS

Specialising in clothes made for the rough and tumble of outdoor as well as indoor play, Polarn O. Pyret offer great kids clothes that are easy to move in yet stylish.

Poco Nido - Offer: 20% Discount Code: ESSHOPS20

A British baby and children’s footwear brand, Poco Nido produces barefoot friendly shoes that are simple and functional, wrapped inside packaging that does more than one job.

Pink Flamingo - Offer: 20% Discount Code: ESSHOPLONDON

Putting the fun back into dressing your mini-mes, Pink Flamingo offers quality clothing for newborns to aged 12. The adorable pieces take inspiration from Spanish and traditional dressing with pretty prints that are unlike anything else you can find on the kids fashion market.

SnoozeShade - Offer: 10% Discount Code: ESSHOPS

This mum-made business is all about keeping baby shaded from rain and shine during much-needed walks. SnoozeShade Original blocks up to 99 per cent of harmful UV rays and can be used as an overhead canopy to ensure that your bundle of joy is always safely in the shade. Prices start from £19.99.

toucanBox - Offer: 50% off first box and 25% off second Discount Code: ESSHOPS

This flexible subscription service delivers a whole host of educational and fun activities to your door for your little ones to enjoy. Perfect for the summer holidays, it encourages them to learn through play. They can build the likes of the Snappy Crocodile Puppet and spotty giraffe periscope with stickers and an activity magazine.

New parents should also check out:

  • Oh Mumma - beauty and lifestyle boxes for the modern mum
  • Tilbea London - an award-winning maternity wear brand
  • Breast Dressed - for sustainable maternity and breastfeeding-friendly wares