A limited-edition collection celebrating 10 years of Etta Loves.

Inspired by enchanted woodlands, Folklore brings together everything Etta Loves has always stood for: thoughtful design, a deep understanding of how babies see, and products that genuinely earn their place in everyday family life.

Designed alongside experts in infant vision, every pattern, shape and detail has been created to fascinate developing eyes from the very first look, while the products themselves are designed to stay useful through more of baby’s first year. From first stares and tummy time to reaching, grasping and play on the go, Folklore is a celebration of how far babies come, and how much can happen in ten years.