We're on a mission to make parenting simpler. We're starting with toys.
We spoke to hundreds of parents about what actually makes the early years hard. Then we picked the first problem to solve properly.
Mirnest began the way a lot of things do for new parents: surrounded by stuff, and quietly overwhelmed by it.
Like most parents, we'd accumulated more baby things than any baby could use — toys that arrived faster than our children could grow into them, and were forgotten long before they were outgrown. The house filled up. The decisions never stopped. And underneath it all sat a constant, low-level question that no amount of buying seemed to answer: am I getting this right?
So before building anything, we did the unglamorous part. We interviewed hundreds of parents — in surveys, in conversations, in long honest chats about what the early years are really like. We weren't looking for what parents would buy. We were looking for what genuinely made their lives harder.
The same themes came back again and again. Too much plastic. Too much clutter. Too many toys that held a baby's attention for a week. And a deep uncertainty about what was actually right for their child at each stage — drowned out by marketing, advice and noise.
What we built firstThat gave us our first problem to solve, and Mirnest is our answer to it. Each kit holds a small, carefully chosen set of toys matched to exactly where your baby is — newborn to two years, stage by stage. When a kit is outgrown, it comes back to us, is cleaned and renewed, and goes on to the next family. You get money back. Your home stays clear. Nothing is wasted.
Fewer, better things. The right ones, at the right time. Then they move on. That's the whole idea — and it's only the beginning.
What we believe about play in the first two years.
Fewer, better things
A small number of well-made toys beats a mountain of forgettable ones. Children play more deeply with less. We curate hard so you don't have to.
The right thing at the right time
A newborn needs contrast; a one-year-old needs to stack and post and move. Matching the toy to the stage is most of what good play looks like.
Good toys should circulate
A toy used for two months and kept forever is a waste. A toy used by family after family is the opposite. Circularity isn't a feature — it's the point.
No pressure, ever
Play is not a performance and parenting is not a competition. Our guides give you permission to skip what your baby ignores and put the kit down on the hard days.
Safe, and honest about it
Every kit is independently tested to UK toy safety standards. We say only what we can stand behind — about materials, about cleaning, about what a toy can and can't do.
Within reach
Thoughtful, developmental play shouldn't cost £100 a kit. We keep Mirnest at a fraction of premium-brand prices — the circular model is part of how.
Designed by toy designers and a paediatric occupational therapist.
Every Mirnest kit is created by our product designers, working hand in hand with a paediatric occupational therapist.
That partnership is the whole method. The designers know how a toy should feel in a small hand, how it should wear, how it should last long enough to be loved by several families. The occupational therapist keeps every kit honest about what a baby at that stage can actually do, and what genuinely helps.
The result isn't toys chosen from a catalogue. It's a developmental system, built stage by stage, that a parent never has to second-guess.
Toys are the first problem. Not the last.
Mirnest isn't really a toy company. We're a company trying to make the early years of parenting simpler — and toys are simply the first pain point we heard loudly enough, and clearly enough, to solve well.
The hundreds of conversations that led us here surfaced plenty of other problems worth solving for parents. We're starting with the one we can do brilliantly today, and earning the right to help with more over time.
If that's the kind of company you'd want in your corner through the early years, you're exactly who we're building for.
"We started Mirnest after our second child, standing in a room full of toys nobody played with. I kept thinking: my baby needs about seven things, not seventy — and when she's done with them, someone else should get to use them. That sentence became the company. Less in your house, more thought behind each thing, and nothing wasted."Parikshit Kumar · Founder, Mirnest · London
Mirnest parent research · 225 UK respondents · 2025
Less stuff. The right stuff. Then it goes back.
Kits from £45. Founding members get first pick of launch stock in August 2026.
Pre-order your first kit