
- Children’s Retail Today publishes new articles each week about innovative, imaginative and inspiring products for children. Contact me today with your great idea!
The SwimZip family of products has been working to develop a sun protective apparel line that focuses equally on sun protection, comfort and fashion. So, they couldn’t be more excited about introducing Shēdo Lane.

Shēdo Lane is a luxury sun protection apparel brand that captures the perfect blend of form and fashion. The sun protective clothing utilizes the highest rated, UPF 50+, UV sun protective fabric in complimenting styles. Whether it is a morning walk on the beach, a playdate at a favorite playground, an afternoon cup of tea on the patio or drinks with friends around the pool, Shēdo Lane keeps you covered from the sun’s rays – so you and your family can indulge in the sun and get on with living your dreams!

Skin cancer is the most common form of cancer in the world. One bad sunburn can have life-long effects, so keeping your kids sun safe at a young age is so important.
For family-run Shēdo Lane, skin cancer is a big concern for the company due to personal experience. Shēdo Lane is designed, tested, worn and embraced by them; they are dedicated to producing the best quality sun protection clothing possible – the kind of stylish sun protective apparel we all want protecting our children, family and friends.
Shēdo Lane also believes in giving back, donating 5% of net profits to non-profit skin cancer fighting organizations. “We know firsthand the ubiquitousness and danger of skin cancer and are working to protect people from it and help cure this terrible disease,” they say.

SwimZip makes UPF 50+ Sun Protective Clothing like baby, women’s and men’s rash guard swimwear and cover-ups; long sleeve sun suits and sun hats; men’s, women’s, toddler’s and baby’s sun protection swim shirts, swimsuits and zip rashguards; and SwimZip Round and Circle Towels.
ModCloth believes fashion is for every body. Founded in a college dorm room by high school sweethearts Susan Gregg Koger and Eric Koger 14 years ago, the exclusive line of apparel is available in a full range of sizes – plus, ModCloth’s curated selections feature styles from hundreds of independent designers.
That’s why the women’s clothing and lifestyle retailer is collaborating with girls’ wear brand Who’s Little? for a first-ever children’s collection. The folks at Who’s Little? like to say they’re committed to giving children “the magical moments only a pirouette-worthy dress can provide.”
Each adorable dress for girls sizes 2 to 8 is unapologetically sweet! Choose from:
Children’s Retail Today publishes new articles each week about innovative, imaginative and inspiring products for children. Contact me today with your great idea!
The Kelsey MacLean brand of fine clothing and accessories for babies, children and adults the epitomizes timeless country club style. Named after founder and creative director, the custom-embroidered luxury apparel features classic designs expertly crafted in Peru of “decadently” soft Pima cotton and other fine textiles for superior comfort and long life.

Using the latest technology, Kelsey MacLean is one of just a few companies in the United States to offer such an extensive personalized custom embroidered collection. Kelsey MacLean craftsmen can personalize most garments by adding monograms, names, logos, icons or text embroidery to create a truly unique one of a kind piece. Choose your text, font and thread color for monograms and names – or select a logo from the company’s list of charities and non-profits and support you favorite – it will receive a portion of the proceeds.

All aspects of the personalization process, including artwork design, embroidery, hand finishing and pressing- are done at the company headquarters in Kennett Square, Pennsylvania to ensure that your custom piece is not only what you envision, it is made with the highest quality. For instance, the embroidery machines use very small needles, which help make the personalization crisp and clean.

Founder/Creative Director Kelsey MacLean launched her line in 2013. Once only available in high end hotels, resorts, country clubs and golf clubs, her company Fore Kids Golf has earned Preferred Vendor status for The Ritz-Carlton Hotels, and is an Official Licensee of the Tournament Players Club (TPC) Network. Named one of Oklahoma’s 50 most powerful people in 2015, Kelsey is offering her line directly to you through KelseyMaclean.com.
Sisters Jenn Merritt and Kim Merritt-Butler grew up with two poodles, Fluffy and Muffin, who taught them the love, companionship and wonder a dog adds to life.
Today they’re launching a new business, Good Dog in a Box on KickStarter. “Our subscription boxes are not just a toy of the month club, but instead provide dog owners with the equipment and education to help improve the behavior of their dog and their relationship with that dog,” they say. “Each month our boxes provide training tools, training exercises and a unique online component with training videos and games that isn’t being done anywhere else.” Jenn and Kim want to help keep family dogs at home, rather than dumped at shelters because of “bad behavior” or biting, and to keep children from getting bitten by dogs.

Dog bites among children ages five to 12 are a serious problem in our society. Many dogs labeled as “biters” are ending up in shelters at an alarming rate. Jenn, who’s a professional dog trainer and Kim combine a positive reinforcement training base and a little home-school experience with the huge popularity of subscription boxes to offer a unique product line that has safety as well as fun implications for families with kids and dogs. In addition, Calm Dog in a Box is for anxiety ridden and stressed out dogs that is being produced in partnership with Thundershirt.
Jenn is also a Tellington TTouch practitioner for companion animals, and has spent her 15+-year career promoting positive reinforcement training techniques and speaking out against animal cruelty. Kim calls herself a “serial entrepreneur”, starting her first company, Kim’s Khocolate, at the tender age of 11 – counting Apple, AT&T, The Rolling Stones and Range Rover as clients. Kim is the pet parent of two rescue cats, Mister Kitten Britches (aka Mister) and Momma June Bug Jones (aka Buggy).
Baby and kid lifestyle brand Freshly Picked just launched the Freshly Picked Marketplace, an online community made up of small businesses that features hand-selected and unique baby products. Not only will shoppers learn the passion behind each business, they can buy the products online directly from the Freshly Picked Marketplace.
The unique companies are “freshly picked” by the Freshly Picked founder Susan Petersen, who started making durable, well-designed baby moccasins from premium leather in 2009. Her highly coveted moccasins soon became adored by parents across the country, have remained a celebrity kid must-have and are available online at www.freshlypicked.com and retailers nationwide, including Nordstrom, Zappos, Bloomingdales and others.
“The Marketplace community of small businesses is truly the best of the best, hand-picked and tested by the Freshly Picked team. I’m excited to introduce moms and dads to each of these wonderful brands, and to add to the Marketplace community moving forward,” Susan says. “As new baby product innovators have emerged and try to gain exposure for their awesome products, I’ve thought, ‘I’ve been there before’. As I found myself wishing I had megaphone to share each of their stories and products in a way that didn’t distract from our focus at Freshly Picked, my team and I came up with the idea for Marketplace.”
Susan and her team want to create an online destination for small brands that need and deserve exposure – and Marketplace shoppers can rest assured they are getting well-made, amazing products. The first companies selected include:
Sproutling + Co

Sproutling + Co is a modern mobile company started by Kristin Okada in 2016. Simple, beautiful baby mobile made of natural products and handcrafted with care for your sweet new baby. Each mobile is shipped in a beautiful muslin keepsake bag.
Koko’s Nest

Koko’s Nest is a contemporary knit baby blanket company started by Sy Yang in 2015. Made of 100% Egyptian cotton and spun in Italy, this year-round, versatile blanket will become a part of your everyday life as a family.
The Posh Society

The Posh Society is a playfully indulgent baby bow company started by Sasha Petersen in 2013. Each bow is made with genuine Freshly Picked leather and is attached to thin ivory elastic, made with felt on back of leather for maximum comfort.
Hazel Village

Created by Jane Van Cleef in 2010, Hazel Village is a soft toy company inspired by her favorite childhood stories like Brambly Hedge, Uncle Wiggly and the Little House stories and then expanded into making woodland theme animal toys.
Bannor Toys

Bannor Toys is a wooden toy company founded in 2012 by Jesse and Stacey Bannor.
-Tom Bratton, Angelcare CEO
This year, Angelcare Holdings, Inc. and its subsidiary Sassy Inc transformed as a company to create groundbreaking new products in baby monitoring and developmental toys. Combining the latest technological advances with scientific insight and modern intuitive design, the Angelcare and Sassy offerings deliver what today’s parents and caregivers want: peace of mind while helping their children thrive.
Canada-based Angelcare assembled a team of the industry’s best minds to drive this unprecedented step forward in baby care standards. “Recruiting top talent was our number one goal for the relaunch,” Tom tells us. “We built our team from top global brands in a range of fields—baby, health and beauty, consumer electronics, technology/SaaS—to create this unique culture of innovation and thought leadership. When you get this caliber of people together, it’s amazing what they can create.” With a growth mindset and shared commitment to supporting children, parents and caregivers, the Angelcare/Sassy team focuses their combined insights and skillsets on transformative solutions that truly advance the industry standard.
Angelcare/Sassy taps into the desires and expectations of today’s millennial parents. From data-driven tools and a modern design aesthetic, to the latest technology and the best materials, Angelcare/Sassy brings baby care up to the minute and set the standard for decades to come.

Coming in January 2017 to North American retailers, Angelcare’s new AC417 and AC517 baby movement, sound and video monitoring systems have a new sleek design and include the only wireless movement sensor pad on the market. They feature Angelcare’s new Activity Analytics for tracking baby’s movement. “Our new wireless sensor pad is all about simplicity combined with safety. Parents are going to love it,” says Angelcare President Jordan Riggs, “but the real game-changer is the activity tracking and reporting built into our new monitors.”
Current fans of Angelcare products know that their monitors are designed to sense baby’s slightest movements and sound an alarm if no movement is detected after 20 seconds. The new models offer this core alarm feature plus the ability to track, record and report on baby’s bigger movements (like restlessness, rollovers, and kicks). With this insight into baby’s activity level during sleep, parents are better able to adapt routines and respond to baby’s needs. The ultimate result is more peace of mind (and rest) for everyone. “Today’s parents use technology in all aspects of life,” Jordan says, “and at Angelcare, we provide moms and dads with easy-to-use monitors that help them care for baby, relax and enjoy the adventure of parenthood.”

Working with premier child development PhD’s and experts, Sassy renewed its focus to incorporate the latest research into all Sassy products with its trademark child-pleasing colors and shapes. The company is launching more than 100 new toys, feeding and baby care products in early 2017 that will help children thrive by focusing on developmental and educational needs.
The fresh offerings include an exciting range of new materials and bolder colors designed to help children play with purpose, as well as learn to solve problems, be flexible and self-motivate. From toys to teethers, bathing products to innovative cups, all of Sassy’s new products are designed to fit a child’s growing sensory perception, motor skills, and creativity.
“The Sassy team not only understands the importance of child development, they also bring a high level of style to the process,” says Sassy Vice President of Marketing Susan Hinshaw. “Today’s millennial parents demand more from baby and child care products. Sassy’s flair for stylish touches make the company’s new products consistent with modern aesthetics and compatible with on-the-go lifestyles.”
Today, Northbrook, IL-born Sassy is part of Angelcare Holdings, Inc., headquartered in Montreal, Canada, with development, design and engineering in Grand Rapids, MI. The company’s current product line includes developmental toys, feeding items, baby care products to help children thrive and industry-leading movement monitoring that gives parents 24/7 peace of mind.
Jessica Sherrill’s traditional and trendy clothes caught my eye five years ago, when she was just starting Muddy Feet Boutique. Now, I’m looking at her fabulous lookbook full of modern vintage-inspired swimwear.

“Muddy Feet has grown and is focused on responsibly manufacturing high-quality swimsuits that are modestly cut, but still fashion forward,” she tells me.

The fun, sassy swimwear for girls and young adults in sizes 2-12 sports collections with names like Rebel Belle, Bathing Beauty, Flouncy Bikini, Flapper and more. Bikinis, boyshorts, one-piece and two-piece styles are offered in a large array of fabric combinations, such as Boho, Mermaid, Cotton Candy, Victory Garden, Vintage Boardwalk and Anchors Away. Ruffles, bows, matching headbands and hairclips are definitely all that.

Contact info@muddyfeetboutique.com for the new 2017 Lookbook and see for yourself.
The My Baby’s Keeper bodysuits are 100% organic cotton patented baby apparel (NO. US D737,024) available in three-, six-, nine- and 12-month sizing. The most unique thing about My Baby’s Keeper? Baby stuff can be securely attached to the clothes! That’s right – each bodysuit has an attachable BPA-free ring to keep belongings safe and clean.

In the summer of 2013, sisters Tracey and Jaclyn started their children’s company, Happy Baby, LLC, to develop this bodysuit line that is cute, fashionable and most importantly, practical. As Moms themselves, they were repeatedly bending, picking up and washing off their children’s belongings that accidentally fall on the floor or are intentionally thrown down there by their babies. My Baby’s Keeper lets parents and caregivers attach toys, pacifiers and teethers directly to baby’s clothing, enabling baby to play with their belongings without parents worrying about sanitizing them when they have fallen to the ground.

Additionally, My Baby’s Keeper may help babies develop hand-eye coordination and learn to grasp objects – when they see those attached things and attempt to reach for them over and over again. All of this learning can help babies to play.
Both fashionable and functional, babies can wear My Baby’s Keeper bodysuits even when baby’s belongings are not attached, since the feature is simply part of the design.

The northeast United States has been Tracey and Jaclyn’s home their entire lives and now is the home of their new business. Jaclyn’s son Nathaniel is the original tester of My Baby’s Keeper bodysuits, while she brought their vision to life with her creative sewing and design skills. Tracey is the mother of three children and is the innovator of My Baby’s Keeper. Together, they are designing clothing that provides both stimulation for baby and peace of mind for parents.