Wow, another year has whizzed by and we've landed into 2018 with a bang. Over the holidays (when the kids were sitting quietly watching Christmas films) we were having a lil' think about how awesome 2017 was at KIDLY, from launching 100 new brands to welcoming more members of the team. In fact, there's now 15 of us in the fam who work to give you the best experience possible.

But enough about us, we want to say a huge thanks to each and every one of you. Thanks to all of our customers, to those who have been awesome in inspiring us and other parents through social and of course our Parent Testers. We appreciate every little moment you share with us and the KIDLY community. So, to say thanks, you know, for everything, we've put together some of our fave 2017 pics. Here's to another year... cheers!


We set up #iamkidly on Instagram to see our stuff in action and to give other parents a way to look at how you're styling and using it. We've just hit 1000 tags and that, to us, is pretty frickin' awesome. With this we've also been so darn lucky to be featured by some cool bloggers too โœŠ. So thank you to every single person rocking that #. Keep on tagging guys and if we repost your picture you'll bag 15% off a future order. Come on... you know you want to.

A selection of our fave #IAMKIDLY posts from 2017f

Creds to:
  1. @whatjessiewears
  2. @alex_farrimond13
  3. @blossomingbirds
  4. @xochibalfour
  5. @notjustamumof2
  7. @bee_bear_and_dinaroar
  8. @ogino.kazuya
  9. @ohsoglassy
  10. @ivytherese
  11. @aptapothecary
  12. @homesweetinghome
  13. @tigerlillyquinn
  14. @prince_xw
  15. @sara_weddingsparrow
  16. @mother_of_martha

Parent testers

If you didn't know already, every single piece of kit we stock goes through tough testing by kids and their folks. So you know when it lands, it's been approved by the toughest critics ๐Ÿ˜…. We couldn't have done it without our small army of Parent Testers across the UK so thank you guys. We've had so many new faces appearing in our reviews last year and we know there will be plenty more this year too. It's been awesome watching the kids that have been part of the KIDLY fam from the beginning, grow up over the past year. Want to get in on all the action? Check out how you can apply to become a KIDLY parent tester.

Some of our top testers trialing the products

Our toughest critics

And let's not forget...

A big thanks to each and every one of you who bought stuff from us and also left reviews that made us go all ๐Ÿ˜. We've hit 1738 reviews and counting on We're like a proud kid with a report card with our 4.88 โญ rating.

Cheers guys. Here's to another great year.


Our IDEAS articles are based on our own experiences as parents & a need to find gorgeous, genuinely useful stuff for baby. Thatโ€™s why youโ€™ll always find our fave picks below our tips. Yes, weโ€™re good to you ;)