Ooh Noo was created when the brands now lead designer became a young mother. She was keen to decorate the nursery with minimalist and natural design items. Having trouble finding what she was looking for, she decided to design the items herself. The brand has come a long way since then, but the main idea remains the same. Ooh noo is all about natural, ethically sourced materials, designed to last a long time and provide natural and imaginative play. All the items are first tested and used by the designers and produces families – only the toys and bedding that can survive this ultimate test ever make it into the collection. Over the years, ooh noo has become a brand that is present globally, bringing joy to children and their parents for years to come. Yet, not a lot has changed design-wise: in essence, they still design for their own children.