Best known for its adorable cheongsam and Mandarin-collared shirts, Elly is a local brand that offers its own designs as well as those from a wide range of international brands. The sheer variety at Elly ensures that there’s something for every child, from flared cheongsam with blue panda prints ($55) to long-sleeved pyjamas emblazoned with foxes ($62). Aside from clothes, the store also has an assortment of plushies, books and toys that provide for your kid’s entertainment needs, too.
Named after the tall Sea Apple trees you see all over the island, this homegrown clothing brand makes fun and simple pieces for young ones up to the age of six. Each collection features original prints on durable organic cotton that suit both boys and girls. You’ll find colourful playsuits ($38), jumpsuits ($49), tops (from $32), pants (from $29) and dresses (from $42) ideal for everyday wear. The collections are typically themed after nature, such as ‘Indoor Garden’ and ‘A Day at Sea’, making them ideal for the pint-sized explorer.
With five outlets in Singapore and 200 more around the globe, Seed Heritage is your go-to stop for childrenswear. This accessible Australian brand caters to kids from their infancy to teenage years, with collections tailor-made for babies below two, children between one to ten, and teenagers up to 16. There are whimsical pieces like novelty bunny jumpers ($42), unicorn sweaters ($58) and tulle star dresses ($74) alongside high-quality basics more appropriate for the playground. Mums aren’t neglected, either. Seed Heritage offers a wide range of chic yet comfy outfits, shoes and accessories that’ll easily take you from the office or home to a romantic date night – sans the kids.
Founded by Singapore-based Aussie mama Emma Laue, her eponymous children’s fashion label is stocked with bright, floral pieces guaranteed to put a smile on your – and your kid’s – face. Influenced by the rich colours and patterns of the region, each piece is lightweight and breathable, making them perfect for our tropical climate. We love the vivid designs found on the Lily dress ($65) and the Piper romper ($41), both of which artfully blend pigments and stains. They’re also limited editions, so grab ’em before they’re all gone.
Bricks World carries all the basic building blocks your child needs, and, for the parents, collectible LEGO sets. The stores are as family-friendly as they come: there are interactive play areas for parents to build castles with their children and a custom-built fixture lined with cylindrical canisters – they’re filled with LEGO bricks and other elements shoppers can use to bring to life their designs and imaginations. The newest outlet, in Plaza Singapura, is home to Asia’s first Digibox, a 3D digital experience based on augmented reality where you can hold a LEGO set up to the box and watch the contents come to life.
The Better Toy Store believes that all good toys share one common trait: the ability to engage and build, rather than fragment, a child’s attention span. With that in mind, this chain stocks a huge array of toys selected for their play value, functional design and impact on the environment.
There are toys for kids as young as three months all the way to teens, with a modest selection of collectibles and limited edition teddy bears for adults. Bestsellers include a dancing alligator pull-along from Plantoys ($29.90) for toddlers a year old, and an open-ended marble run system from Hubelino ($109.90) for preschoolers to stoke their imagination.
Like its online store, Playhao’s brick-and-mortar outlet specialises in open-ended toys that children can experiment, discover and learn with. There are toys for most age groups: ride-ons for toddlers, role-play toys like dollhouses for older children, and even cognitive and creative toys – think drones, puzzles and construction sets – for pre-teens.
Playhao also carries a few rarer, high-tech gizmos, such as build-it-yourself remote-controlled cars and the SMARTGurlz doll ($199): it’s a robot that kids can learn to code and control via a smartphone app. Yes, as though dolls weren’t creepy enough.
For the parents
Products from Aden+Anais, Fisher-Price, Little Tikes and Cheeky Bon Bon line the shelves of this boutique for new parents. You’ll find drool pads ($21.90), diaper-changing mats (from $16.90), wet bags (from $30), and even appliances for the bedroom, such as a BioCair Dry-Mist Disinfection Machine ($208), which promises improved air quality in the bedroom. Better yet, though, is the LOLBaby Convertible Bed (from $589; cotton bed insert sold separately), which, as its name suggests, can be turned into a playard, play mat or playhouse – perfect for when you’re looking for a hands-free afternoon.
Whatever you’re looking for, you’ll probably find it among the 5,000 items that this online retailer carries. Bringing the children on holiday is made easy with the Mummy’s Helper Cushie Traveller ($21.50), a foldable padded potty that can be stashed in your diaper bag for messy emergencies. And if you’re on a longer trip, choose from one of the brand’s bottle carriers or cooler bags: the Unimom Cooler Bag ($49) comes with and holds up to five bottles. For everyday practicality, though, the ready-to-wear Baby K’tan Original Baby Carrier ($89.90) is perfect for both mums and dads – and for the little one strapped safe and snug.
With a name that means ‘baby doll’ in Russian, you’ll find no shortage of infant products on this online store, which stocks brands such as Capella Strollers, Milkmakers, Baby Bjorn and Ju-Ju-Be. Pupsik is best for practical options for parents, such as the Pupsik Pouch Sling (from $45.90), Skip Hop Pronto Changing Station ($49), and the Ergobaby Organic Baby Carrier ($183.20), which is made entirely from organic cotton. Make sure your young ’un avoids (literal) hard knocks, too, with safety gates and corner guards to babyproof your home, and car booster seats like a Recaro Young Sport HERO ($499).
Eco-friendly and all-natural baby products for the outdoors: that’s what Sunkiss Babies deals in. And it delivers, starting with the Bacoff nursery sanitising deodoriser ($12.90) – use it on strollers, high chairs and play areas – plus more from brands like Earth Mama Angel Baby, Skip Hop and Ergobaby. Keep junior’s toys in tow with the Ma Poupée Toy Strap ($9.90), which can be attached to a stroller or shopping cart, so there’s no need to worry about toys falling to the ground. The Lin and Leo leather diaper bag ($399) makes for an equally practical choice, and its looks belie its function. The bag’s designed to suit all manner of diaper-changing and baby-feeding needs, and comes with deep pockets for nappies, wipes, creams and bibs.