Toby Tiger was established in 1998 by designer Zoë Mellor, named after her son. Zoë trained in Fashion and Knitwear, she is also the best selling author of 10 children's knitwear books.

Her vision for the company grew from wanting children to be dressed as children in bold, simple, comfortable yet stylish designs at sensible prices. Cool enough to stand out from the crowd yet affordable for every day.