🚀 Ignite your growth: Discover 30+ new tools to get ahead in our new Ecwid Igniter. Learn more →
Everything you need to sell online

Set up an online store in minutes to sell on a website, social media, or marketplaces.

Things to Consider When Starting a Kid's Brand

Things to Consider When Starting a Kid's Brand

9 min read

Did you know that children’s products are one of the most promising niches for online retailers?

It’s true. This is largely for two main reasons:

  • It’s convenient for busy parents who don’t have to leave home to make a purchase
  • People are willing to spend on their kids

And kid’s brands do indeed drive some serious business. Around $1.2 trillion is spent per year on products geared toward children and tweens.

You can capitalize on this by creating a kid’s brand and online store that caters to the audience of parents, grandparents, and caregivers who want to offer the best of everything to their little ones.

Here’s what you need to know and consider beforehand.

How to sell online
Tips from e-commerce experts for small business owners and aspiring entrepreneurs.
Please enter a valid email address

Who Should Start a Kid’s Brand?

There’s one demographic of people who seem specially suited for starting a kid’s brand: Parents.

Those who have kids of their own make sense as kid’s brand founders because…well, they get it. They’re in tune with the target audience for this niche and these types of products because they know what parents need and want for their children. They understand the desires, expectations, and concerns of the core audience.

This was true for the founders of Cosmobaby, a children’s clothing and accessory brand:

It all started during a gathering…we noted innovative and useful products brought back by one of the mums from overseas. We lamented that we were not able to find these products locally. It became a lightbulb moment: We shouldn’t wait for others to bring these items in–we should make them available ourselves.

For others, kid’s brands are more of a passion project that starts as a labor of love and evolves into a business opportunity. Take Carol of Carol’s Creations, for example. She said:

I make clothes for my grandchildren and enjoy sewing. I thought it would be a great opportunity to start and share children’s clothing with others. I’m not for profit, I just enjoy sewing to fill in my time…you can only sew so many things for your own.

The thing to remember is this: Whether you’re interested in launching a kid’s brand to create a career for yourself, or you’re just doing it to share your passion or hobby, you’ll need to be able to relate with the buyers of kid’s products.

How to Differentiate Your Kid’s Brand

The next question then, is: How do you differentiate your kid’s brand from the rest of the competition?

Dmitry Karaush, an experienced online retailer, puts this well: “You must first analyze the market to see what’s missing for the customers who are already present in this area (and that other retailers can’t offer.)”

Consider the following when analyzing the market and looking for gaps that can make your brand special, unique, and appealing to customers:

Exclusive products

By selling one-of-a-kind or handmade creations, you can bring something completely new and unique to the audience. Because customers won’t be able to find your products anywhere else, you’ll have an advantage and edge over your competition. This has been

This has been Karaush baby carrier’s strategy: by creating their own custom baby slings, they can offer exclusive products only sold under their brand name.


Karaush is a brand that sells unique baby slings

Specific niche products

By niching down to a highly specific sector of the kid’s market, you can stand out from the competition (rather than trying to cater to customers of all kinds.) For example, rather than simply selling kid’s clothing, you could position your brand as one that sells eco-friendly kid’s clothing with organic fabrics. Online retailer

Online retailer Kiddo has taken this approach: they sell streetwear for kids–and all of their products fit within this highly specific fashion niche for a cohesive look and feel.


Kiddo sells streetwear for kids

Problem-solving products

By discovering and addressing pain points the buyers within this niche are facing, your kid’s products can be positioned as valuable, must-have items. Think about the hassles and frustrations you face as a parent or caregiver, and then try to come up with products and offerings that would solve those issues.

That’s what kid’s brand Hungry Little Monkeys did: they created reusable, mess-free food pouches to solve the issue of healthy, portable snacking for kids.

Hungry Little Monkey

This store sells reusable mess-free food pouches

Now that we have an idea of how to stand out within the kid’s brand marketplace, let’s look at the laws and regulations to consider and be in compliance with when you’re ready to launch.

Laws and Regulations to Know

Before introducing your new kid’s brand and its products to the market, be sure you’re in compliance with the laws and regulations related to this product niche.

  • Within the US, children’s products are subject to a set of federal safety rules, called the Children’s Product Safety Rules (CPSR). These pertain to children’s products aimed at children 12 years of age or younger. If your brand is selling toys or durable infant or toddler products, you will need to be in compliance and have your products tested before putting them on the market.
  • Manufacturers and importers of children’s products in the US must have a Children’s Product Certificate to certify that their products comply with all safety rules.
  • Within the EU, food products aimed at children will need to follow specific rules for nutritional composition, as determined by Commision Directive 2006/141/EC.

Depending on where you live, there may also be state and/or local regulations associated with children’s products, so be sure to check with state and local government offices to see if additional permits or certifications are required.

Best Practices for Kid’s Brands

Last, but not least, let’s go over a few of the best practices that you should keep in mind to make your kid’s brand a success.

  1. Service. You can have the best website, design, and prices in the market, but if your service is lacking, customers won’t support your brand. Especially for urgent goods (think food, diapers, etc.) you need to ensure reliable, on-time delivery and excellent customer support. Customers are sensitive about products for their kids, so delivering top-tier service to each and every customer is a must.
  2. Convenience. Anyone caring for a child is constantly busy, so convenience is key. Offer a variety of delivery options (including pick-up, if that’s helpful) so that you can accommodate your buyers’ hectic schedules.
  3. Returns. Returns are a hassle–and one more thing to add on a busy parent’s to-do list. Cut down on returns by including detailed photos and product descriptions, and make sure you can quickly answer questions via email or a call center.
  4. Be emotionally involved. It’s important to be emotionally involved in your kid’s brand because your buyers will be, too. When customers buy, they’re buying with a child in mind, so always listen to concerns, help when you can, and show that you’re emotionally invested in every single sale.

If you can follow these best practices, you’ll be more likely to see success and repeat sales from loyal brand supporters.

Table of contents

Sell online

With Ecwid Ecommerce, you can easily sell anywhere, to anyone — across the internet and around the world.

About the author

Anna is a content creator at Ecwid. She loves big cities, pasta and Woody Allen's films.

Ecommerce that has your back

So simple to use – even my most technophobic clients can manage. Easy to install, quick to set up. Light years ahead of other shop plugins.
I’m so impressed I’ve recommended it to my website clients and am now using it for my own store along with four others for which I webmaster. Beautiful coding, excellent top-notch support, great documentation, fantastic how-to videos. Thank you so much Ecwid, you rock!
I’ve used Ecwid and I love the platform itself. Everything is so simplified it’s insane. I love how you have different options to choose shipping carriers, to be able to put in so many different variants. It’s a pretty open e-commerce gateway.
Easy to use, affordable (and a free option if starting off). Looks professional, many templates to select from. The App is my favorite feature as I can manage my store right from my phone. Highly recommended 👌👍
I like that Ecwid was easy to start and to use. Even for a person like me, without any technical background. Very well written help articles. And the support team is the best for my opinion.
For everything it has to offer, ECWID is incredibly easy to set up. Highly recommend! I did a lot of research and tried about 3 other competitors. Just try ECWID and you'll be online in no time.

Your ecommerce dreams start here

By clicking “Accept All Cookies”, you agree to the storing of cookies on your device to enhance site navigation, analyze site usage, and assist in our marketing efforts.
Your Privacy

When you visit any website, it may store or retrieve information on your browser, mostly in the form of cookies. This information might be about you, your preferences or your device and is mostly used to make the site work as you expect it to. The information does not usually directly identify you, but it can give you a more personalized web experience. Because we respect your right to privacy, you can choose not to allow some types of cookies. Click on the different category headings to find out more and change our default settings. However, blocking some types of cookies may impact your experience of the site and the services we are able to offer. More information

More information

Strictly Necessary Cookies (Always active)
These cookies are necessary for the website to function and cannot be switched off in our systems. They are usually only set in response to actions made by you which amount to a request for services, such as setting your privacy preferences, logging in or filling in forms. You can set your browser to block or alert you about these cookies, but some parts of the site will not then work. These cookies do not store any personally identifiable information.
Targeting Cookies
These cookies may be set through our site by our advertising partners. They may be used by those companies to build a profile of your interests and show you relevant adverts on other sites. They do not store directly personal information, but are based on uniquely identifying your browser and internet device. If you do not allow these cookies, you will experience less targeted advertising.
Functional Cookies
These cookies enable the website to provide enhanced functionality and personalisation. They may be set by us or by third-party providers whose services we have added to our pages. If you do not allow these cookies then some or all of these services may not function properly.
Performance Cookies
These cookies allow us to count visits and traffic sources, so we can measure and improve the performance of our site. They help us know which pages are the most and least popular and see how visitors move around the site. All information these cookies collect is aggregated and therefore anonymous. If you do not allow these cookies, we will not know when you have visited our site.