Our Story

Welcome to Up Up & Grow, a small family business with a simple mission: to help make everyday parenting just that little bit easier.

I'm Fatima, a mum of two little girls and the founder of Up Up & Grow. Like many parents, I wanted products that were safe, practical and thoughtfully designed for real family life.

Our journey began after I discovered mould hidden inside one of my daughter's favourite bath toys. I went looking for a safer alternative, but that one moment opened my eyes to how many everyday children's products could simply be made better.

As my girls have grown, Up Up & Grow has grown with them. What started with mould-free bath toys has naturally evolved into a carefully chosen collection of toys, gifts and everyday essentials that we genuinely use and love in our own home.

Every product you'll find here has been selected with the same values in mind: safe materials, thoughtful design and practicality for busy family life. Whether it's bath time, mealtimes, play or days out, we believe the little things can make a big difference.

Thank you for supporting our small family business. It truly means the world to us, and we're so happy you're here.

From our family to yours,

Fatima