Eeny Meeny
Eeny Meeny is a Monaco-based, founder-owned children's concept store curating 800+ toys, gifts, and accessories for children aged 0-8 from 25+ independent European, British, and Australian brands, sold through a Shopify e-commerce store and a brick-and-mortar shop at 13 rue Princesse Caroline.
- Company typePrivate
- Founded2022
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Eeny Meeny does
Eeny Meeny is a privately held, founder-owned children's concept store founded in 2022 by Clothilde Gasser and now operating from Monaco. The company curates and retails toys, gifts, and accessories for children aged 0-8 through two channels: a Shopify-powered e-commerce store (eenymeeny.com) and a brick-and-mortar concept store at 13 rue Princesse Caroline, billed as Monaco's first dedicated children's toy store. The catalog spans 800+ SKUs across 25+ independent European, British, and Australian brands — including OMY, Yoto, Kidywolf, Minikane, Londji, Connetix, Olli Ella, Vilac, Nailmatic, Erzi, Sarbakane, Norev, Oli & Carol, Great Pretenders, and Minus Éditions — covering baby toys, pretend play, educational toys, arts & crafts, kids accessories, and outdoor play. The company also carries its own Eeny Meeny gift card (€20-€250 denominations, one-year validity), an exclusive OMY x Eeny Meeny Monaco colouring poster, and the Pen'Up 3D 3D-pen sub-brand with biodegradable filament.
The business model is direct-to-consumer retail with a single revenue stream from one-time product sales, supplemented by gift card purchases. Pricing spans roughly €4.90 to €324 per item, with most products in the €10-€50 range. Online delivery is offered with Click & Collect from the Monaco store, and the physical location doubles as a community hub hosting creative workshops, fostering local engagement with parents and children's clubs. Marketing is built on content (gift guides, brand stories), newsletters, in-store events, a gift registry, and a loyalty programme rather than paid acquisition at scale. The company has no external fundraising, no parent company, and operates with 1-10 employees.
Technically, Eeny Meeny runs on Shopify's standard e-commerce platform without proprietary technology, APIs, or developed AI/ML capabilities. Competitive positioning rests on founder-led curation, the curated brand portfolio, and the first-mover Monaco retail location rather than technology differentiation. The company has received multiple regional awards (Perfect Gift Awards 2023 and 2024, CK Green Awards Gold 2024, Mama Awards 2023 and 2024 Bronze) within its first two years of operation, indicating early brand recognition within its niche.
Eeny Meeny firmographics
Firmographics- Name
- Eeny Meeny
- Legal name
- Eeny Meeny Monaco
- Website
- https://eenymeeny.com
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Eeny Meeny is a Monaco-based, founder-owned children's concept store curating 800+ toys, gifts, and accessories for children aged 0-8 from 25+ independent European, British, and Australian brands, sold through a Shopify e-commerce store and a brick-and-mortar shop at 13 rue Princesse Caroline.
- Ownership category
- akta.pro rank
Eeny Meeny industry classification
Industry- Product category
- Children's Toys Retail
- NAICS
- Hobby, Toy, and Game Retailers (459120)
- SIC
- Retail-Hobby, Toy & Game Shops (5945)
- akta.pro primary industry
- Traditional Variety Stores (General Variety & Five-and-Dime) (CRAEAGAA)
- akta.pro secondary industry
- Kids & Baby Specialty Department Stores (CRAGAGAD)
Keywords
Where Eeny Meeny is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Eeny Meeny business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Retail product sales: Direct retail sales of curated children's toys and accessories through both online store and physical Monaco location. Revenue generated from one-time product purchases across categories including dolls, educational toys, arts & crafts, and pretend play items.
- Gift cards: Sale of digital and physical gift cards in denominations ranging from €20 to €250, valid for 1 year. Gift cards can be redeemed across multiple purchases until balance is spent.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Gift cards in various denominations |
| Unit Pricing | Pay-as-you-go | Individual toy products with varying price points |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
Eeny Meeny product offering
Product offeringCore offering
Eeny Meeny is a curated children's concept store (for ages 0–8) selling eco-conscious toys, tableware, and accessories from 25+ independent European, British, and Australian brands. It operates a hybrid model combining a Shopify-powered online shop with a brick-and-mortar store in Monaco, complemented by gift cards, gift registry, gift wrapping, and in-store creative workshops, with Click & Collect available for local customers.
Product overview
Eeny Meeny is a multi-award-winning concept store for children aged 0–8, operating as a Monaco-based toy retailer with an online store (powered by Shopify) and brick-and-mortar location at 13 rue Princesse Caroline. The company curates over 25 European, British, and Australian toy brands across categories including Baby Toys, Pretend Play, Educational Toys, Arts & Crafts, Kids Accessories, and Outdoor Play. Core products include the Eeny Meeny Gift Card (€20–€250 digital/physical cards valid for 1 year), exclusive OMY x Eeny Meeny Monaco branded items, and the Pen'Up 3D sub-brand (3D pens for children). Key curated brands include OMY (French colouring/art), Yoto Play (British screen-free audio players), Kidywolf (Belgian educational tech toys), Minikane (French/Spanish dolls), Londji (Spanish sustainable toys), Connetix (Australian magnetic tiles), Olli Ella (Australian B Corp dolls/rattan), Vilac (French wooden toys since 1911), Nailmatic (French kids cosmetics), Erzi (German wooden play food), Sarbakane (French den-building kits), Norev (French model cars since 1946), Oli & Carol (Barcelona natural rubber toys), Great Pretenders (Canadian dress-up), and Minus Éditions (French family games). The store offers 802 products across 41 pages with Click & Collect and gift services including wrapping and registry.
Differentiator
Problem solved
Functional benefit
Products and services
- Eeny Meeny Gift Card Digital or physical gift card available in denominations from €20 to €250, valid for one year, redeemable online and in the Monaco store for any product purchase, usable across multiple transactions until the balance is spent.
- Pen'Up 3D Award-winning 3D pen for children with a low-temperature 35°C tip, simple controls, and biodegradable filament, allowing children to turn drawings into real objects in a screen-free creative activity, available with model packs and filament refills.
- OMY x Eeny Meeny Monaco Giant Colouring Poster Exclusive collaboration giant colouring poster featuring a detailed black-and-white illustration of Monaco's landmarks, harbour, and streets, presented in a folded format for children to colour.
- Creative Workshops In-person creative workshops hosted at the Monaco concept store for children and families, contributing to the local childhood community through events run alongside parent associations and children's clubs.
Companies that use Eeny Meeny
Customer profileSegments1 record
Ideal customer profiles1 record
Eeny Meeny technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Eeny Meeny partnerships and signals
Strategic signalScale indicators3 records
Recent moves6 records
Expansion highlights4 records
Eeny Meeny competitors and assessment
Company assessmentBroad incumbents
- Vertbaudet: Established French children's product retailer (clothing, toys, nursery, maternity) operating via catalog, web, and stores across Europe. Comparable end-customer and category breadth but at much larger scale and with significant owned-brand assortment, making it a broader incumbent in the same kids specialty retail space.
- Orchestra: French group operating multiple children's and family specialty retail banners (Orchestra, Prémaman, Béaba Store) across Europe. Comparable children's specialty retail category but at significant scale with a broader baby-and-maternity focus rather than curated eco-premium toys.
- Hamleys: Iconic global toy retailer with flagship experiential stores (London, Dublin, Mumbai, etc.) and online channel. Overlaps with Eeny Meeny on experiential toy retail and gift-led purchase but at vastly larger scale and broader mass-market assortment rather than curated independents.
- The Entertainer: Largest UK specialist toy retailer with both physical high-street stores and e-commerce, offering a broad toy and games assortment. Comparable toy-shop DNA and gift focus but serves a mass-market customer with own-brand and licensed lines, contrasting with Eeny Meeny's curated premium positioning.
- Harrods Toy Kingdom: Luxury department store with a dedicated children's toy and gift department inside the Knightsbridge flagship plus online. Comparable premium gifting and kids positioning but as part of a much wider luxury retail portfolio rather than a focused children's concept store.
Direct peers
- Smallable: French-founded premium curated concept store for children and the home, combining a marketplace of independent designer kids brands with its own physical showroom in Paris. Highly comparable to Eeny Meeny's curated multi-brand concept + workshop/community positioning, with an even broader kids + family assortment.
- The Toy Store: Independent UK online toy retailer offering a curated multi-brand toy assortment with age-based navigation and gift services. Closely comparable to Eeny Meeny's online store experience and curated third-party brand mix, though without the Monaco concept-store / workshop layer.
- Bonton: Paris-based premium children's concept store offering curated clothing, toys, books, and home items from independent designers, with its own in-house label. Closely aligned with Eeny Meeny on curated indie-brand assortment, physical concept store experience, and design-conscious parent target.
- Childrensalon: UK-based premium multi-brand retailer for children's clothing, shoes, toys, and gifts, operating predominantly online with curated designer and independent brands. Closely matches Eeny Meeny's premium, curated, parent-focused positioning and gift-led shopping experience.
- Melijoe: French online and physical concept retailer of premium and designer children's fashion, toys, and accessories from independent brands. Directly comparable curated assortment model with international shipping and physical showrooms, similar target demographic of design-conscious parents.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Eeny Meeny social profiles
Digital presenceEeny Meeny financial estimates
Financial estimateRevenue estimate
Valuation estimate
Eeny Meeny leadership team
Management profileNumber of profiles
Profiles1 record
Eeny Meeny funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Eeny Meeny M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Eeny Meeny
What does Eeny Meeny do?
Eeny Meeny is a curated children's concept store (for ages 0–8) selling eco-conscious toys, tableware, and accessories from 25+ independent European, British, and Australian brands. It operates a hybrid model combining a Shopify-powered online shop with a brick-and-mortar store in Monaco, complemented by gift cards, gift registry, gift wrapping, and in-store creative workshops, with Click & Collect available for local customers.
Is Eeny Meeny a public or private company?
Eeny Meeny is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Eeny Meeny founded?
Eeny Meeny was founded in 2022. It employs 1 to 10 people.
Where is Eeny Meeny based?
Eeny Meeny is headquartered in London, United Kingdom, in the Europe region.
How does Eeny Meeny make money?
Two revenue lines are on record. Retail product sales are the primary driver. The others are gift cards.
Who are Eeny Meeny's main competitors?
Broad incumbents on record are Vertbaudet, Orchestra, Hamleys, The Entertainer and Harrods Toy Kingdom. Direct peers are Smallable, The Toy Store, Bonton, Childrensalon and Melijoe.
Does Eeny Meeny have an API?
No public API is recorded for Eeny Meeny.
What industry is Eeny Meeny in?
Eeny Meeny's product category is Children's Toys Retail. Its primary akta.pro industry code is CRAEAGAA, Traditional Variety Stores (General Variety & Five-and-Dime), with a secondary code of CRAGAGAD, Kids & Baby Specialty Department Stores. Its NAICS code is 459120 and its SIC code is 5945.