Toddle

What Toddle does

Toddle is a Dubai-based direct-to-consumer e-commerce business that designs, curates, and delivers screen-free educational activity boxes and celebration/party services for children aged 0-12 years and their parents in the UAE and GCC region. The core offering is a portfolio of subscription boxes (2-month, 4-month, and 6-month auto-renewing plans starting at AED 189/month) that ship 10+ developmentally appropriate activities aligned with the Early Years Framework, alongside themed activity kits (Science in a Jar, Palaeontologist Kit, DIY Nature Kaleidoscope, Personalised Reward Jar), seasonal/festive products (Christmas, Easter, Ramadan), sensory play items, and an Explorer Box line for older children aged 4-12. The company also runs a CELEBRATE vertical offering Kids Party Packages (AED 3,500), party planning, entertainment, and equipment rentals (4m x 3m soft play sets, bouncy castles, bubble houses) in Dubai.

The business monetizes through a hybrid of recurring subscription revenue and one-time transactions, with product prices ranging from AED 45 small kits to AED 3,500 full party packages and AED 1,100-1,500 premium rentals, plus gift cards. The go-to-market is a single self-serve e-commerce storefront at toddle.ae with free domestic shipping over AED 200, supported by organic social channels (Facebook, Instagram, YouTube), a content marketing engine (blog, free resources, monthly storytelling videos), and earned media placements in Gulf News, British Mums Dubai, and Dubai Horizons. Customers are segmented horizontally: a primary segment of UAE parents of children aged 0-12 seeking screen-free educational play, and a secondary use case of families planning children's events in Dubai. The company appears independently owned and founder-led, with no disclosed funding, headcount, revenue, M&A, or leadership changes on record; the operating geography is essentially UAE with a claimed GCC reach, and the underlying technology is a standard third-party-built e-commerce site rather than a proprietary platform.

Name

Toddle

Legal name

Toddle

Website

https://toddle.ae

Company type

Private

Operating status

Operating

Short description

Toddle is a Dubai-based direct-to-consumer e-commerce business selling screen-free educational activity subscription boxes and themed learning kits for children aged 0-12, alongside children's party planning services and equipment rentals in the UAE and GCC.

Ownership category

akta.pro rank

Product category

Children's Educational Activity Boxes

NAICS

Hobby, Toy, and Game Retailers (459120), Gift, Novelty, and Souvenir Retailers (459420)

SIC

Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Educational Supplies & Learning Toys Retail (CRALAIAL)

akta.pro secondary industries

Educational/Children’s Learning Games & Puzzles Retail (CRALALAN), Outdoor & Ride-On Toys Retail (CRALAFAC)

Keywords

• Children's activity boxes
• Educational subscription boxes
• Screen-free learning kits
• Kids party planning UAE
• Early childhood resources

Headquarters

HQ city

Dubai

HQ country

United Arab Emirates

HQ region

Middle East

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Subscription Boxes: Recurring subscription revenue from monthly/quarterly activity box deliveries. Auto-renewing subscriptions (pay every 3 or 6 months) with cancellation available after initial term completion. Box-by-box subscriptions can be cancelled anytime after first box ships.
2. One-time Product Sales: One-off purchase of individual activity kits, educational resources, celebration/party supplies, sensory play items, and toys. Includes themed boxes like Easter, Christmas, Ramadan collections.
3. Event Rentals: Rental of party equipment including soft play sets, bouncy castles, and bubble houses for events in Dubai.
4. Gift Cards: Personalized gift cards available for purchase as gifts.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Toddle designs, curates and ships screen-free, educator-developed activity boxes and educational resources for children aged 0-12 years, primarily through monthly/quarterly subscriptions (Learning Subscription Box) and one-off purchases (Try a Box). The brand also sells themed activity kits (science, festive, sensory play), curated educational toys, gift cards, and personalised gifts, and provides children's party packages plus equipment rentals (soft play, bouncy castles, bubble houses) in Dubai.

Product overview

Toddle is a UAE-based children's educational and celebration company offering a portfolio of activity-based products and services. The core offering consists of Learning Subscription Boxes (2-6 years) and Try a Box trial boxes, which deliver screen-free, educator-developed play-based learning activities aligned with the Early Years Framework. These subscription plans are available in 2, 4, and 6-month terms. The product range extends to themed activity kits (Science In A Jar, Palaeontologist Kit, DIY Nature Kaleidoscope, Personalised Reward Jar), seasonal/festive products (Christmas, Easter, Ramadan), and party-related offerings including Kids Party Packages, Entertainment services, Party Planning, and equipment Rentals (Soft Play Sets, Bouncy Castles, Bubble Houses). The company also offers Educational Resources (2-7 years), Sensory Play products (0-12 years), Explorer Boxes (4-12 years), Gift products (Gift Cards, Personalised gifts, Party Favours), and Free Resources for parents. The architecture is a unified e-commerce platform with subscription and rental service capabilities.

Differentiator

Problem solved

Functional benefit

Products and services

• Learning Subscription Box (2-6 years) Monthly subscription box of 10+ screen-free, developmentally appropriate play-based learning activities for children aged 2-6 years, created by educators in line with the Early Years Framework and shipped with free delivery within the UAE.
• Try a Box (One-off Learning Box) One-time trial activity box containing 10+ developmentally appropriate, educator-designed screen-free activities for children aged 2-6 years, sold at AED 219 to let parents try the Toddle experience before committing to a subscription.
• Explorer Box (4-12 years) Hands-on learning activity boxes designed for older children aged 4-12 years, extending the Toddle line beyond the core 2-6 year subscription with age-appropriate exploration activities.
• Sensory Play (0-12 years) Curated sensory play products and tactile activity items for children from birth to 12 years, supporting sensory development and exploratory play.
• Toys and More Curated educational toys and learning resources for children, available for individual purchase through the Toddle e-commerce site.
• DIY Nature Kaleidoscope Kit DIY wooden kaleidoscope building kit (AED 75) that develops fine motor skills, basic geometry, and creative expression by engaging physics, mathematics, art, and design concepts.
• Personalised Reward Jar Personalised wooden 2D reward jar with stand (AED 95), customised with the child's name, including 25+ reward tokens and pre-printed reward coupons to encourage positive behaviours and goal-setting.
• Kids Party Packages (Dubai) Complete party planning package for children's events in Dubai, including entertainment, activities, and party supplies, priced at AED 3,500.
• Premium Soft Play Set Rental (Dubai) Rental of a 4m x 3m premium soft play set with ball pit and sensory play elements for children's events in Dubai, priced at AED 1,450.
• Premium Inflatable Bubble House Rental (Dubai) Rental of a premium inflatable bubble house dome for children's parties and events in Dubai, priced at AED 1,500.
• Premium White Bouncy Castle Rental (Dubai) Rental of a 4m x 4m premium white bouncy castle for children's parties and events in Dubai, priced at AED 1,100.
• Gift Card Digital Toddle gift card allowing customers to gift subscriptions, activity boxes, or other Toddle products to other families.
• Free Educational Resources Free online educational resources, activity printables, and learning materials available on the Toddle website for parents and children.

Quantifiable outcome

• Screen-free engagement for extended periods - activities keep children engaged for days
• +1 more outcomes

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered minor.

• Gulf NewsminorGTM or Marketing PartnerFeatured in Gulf News as part of UAE success stories in 2020, highlighting women entrepreneurs behind the business
• British Mums DubaiminorGTM or Marketing PartnerFeatured on British Mums Dubai platform, a community for British families in Dubai
• Dubai HorizonsminorGTM or Marketing PartnerFeatured in Dubai Horizons article highlighting female entrepreneurs in Dubai
• Makerz SoftwareminorOthersWebsite development partner responsible for the toddle.ae e-commerce platform

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Lovevery: Premium subscription-stage play kit for 0-4 year olds grounded in early childhood development research. Closely comparable to Toddle's framework-aligned, educator-endorsed subscription model, though Lovevery operates primarily in the US/UK markets.
• Green Kid Crafts: Subscription activity box focused on STEAM, art, and science for kids. Comparable to Toddle in D2C subscription model and themed monthly kits with educational underpinnings.
• Little Passports: Subscription activity box service for children with themed monthly deliveries. Comparable in D2C subscription mechanics and screen-free hands-on learning ethos to Toddle's offering.
• KiwiCo: US-based subscription activity box company delivering hands-on, age-appropriate STEAM and craft kits to children. Direct competitor to Toddle's subscription boxes with similar educator-developed, screen-free product positioning, though at much larger global scale.

Regional players

• Mumzworld: UAE-headquartered D2C e-commerce platform for mother, baby, and child products. Comparable as a UAE-based kids/family online retailer serving the same Gulf demographic, though broader in category scope than Toddle's focused activity-box niche.
• Babyshop: Major MENA-based specialty retailer of children's products (clothing, toys, gear). Comparable UAE/GCC footprint and child-product focus, but operates as a multi-category retailer rather than a curated activity-box subscription.

Emerging players

• The Creative Bite / Curated Kid Box (regional craft bundles): Subscription craft/activity boxes for kids marketed to parents in select regions. Comparable subscription model and screen-free craft positioning to Toddle, though much smaller scale.
• Hopscotch: India-based kids fashion and lifestyle retailer expanding online. Comparable as an emerging regional kids-focused D2C platform; Toddle's subscription model differs but target demographic (parents) overlaps.

Broad incumbents

• Amazon.ae Kids Subscription Store: Dominant UAE e-commerce marketplace with subscription-box categories for children. Competes for the same parent's wallet with greater scale and Subscribe & Save logistics, though without Toddle's educator-designed, Early-Years-Framework-aligned content positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCQeIaEQrmQDrwkgY9Z-BIZQ
• Facebookfacebook.com/itstoddletime
• Instagraminstagram.com/itstoddletime

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Toddle