Our Story

 

Welcome to Up Up & Grow, a family-run business built on love, intention and a deep desire to support little ones in their early years. We offer a thoughtfully curated collection of modern, minimalistic toys and essentials for babies and toddlers, designed to be both beautiful and practical for everyday family life.

I’m Fatima, a mum to 2 little girls, and the founder of Up Up & Grow. What began in the UK as a personal search for safer, better-designed baby products soon became something much bigger. Together with my husband, we struggled to find mould-free, non-toxic toys that were also aesthetic and easy to use. Like many parents, we wanted products we could trust, without compromising on design or sustainability.

After connecting with a community of like-minded parents, Up Up & Grow was born. Since then, our journey has brought us from the UK to Abu Dhabi, UAE, where we’re proud to support families across the region with high-quality, consciously made toys.

Our range includes 100% food-grade silicone toys and feeding essentials, chosen for their safety, durability, and ease of cleaning. Silicone is non-toxic, BPA-free, and long-lasting, making it a practical and more sustainable choice for modern families. Our wooden toys are equally considered, crafted from responsibly sourced materials to encourage open-ended play while being kind to the planet.

At Up Up & Grow, sustainability, safety, and thoughtful design are at the heart of everything we do. From our family to yours, we’re here to make everyday moments: playtime, learning, and mealtimes a little more meaningful.