Playmats are a staple in family homes around the world, but if you’ve ever spent hours trawling through Amazon trying to find one that doesn’t completely ruin your carefully curated decor, you’ll know the struggle all too well. For reasons unknown, it seems the original designers of children's playmats were given a one-word brief: "Garish." That was until seven years ago, when Susie Stubbs, founder of Totter + Tumble, decided it was time to rethink playtime style, creating a brand now adored by royalty, celebrities, and everyday parents alike.
Totter + Tumble founder and mother of two, Susie, truly embodies everything you’d expect from the creator of such a thoughtful brand. She’s warm, genuine, and deeply passionate, not just about her business, but about supporting parents as a whole. From the moment we spoke, it was clear that Totter + Tumble is more than just a brand; it’s a community, an ethos.
Totter + Tumble’s brand story and vision
When it came to starting Totter + Tumble, Susie knew exactly what gap she wanted to fill. "I was a primary school teacher and loved it," she shared, "but when we renovated our home while I was pregnant with my second, Alby, we craved a beautiful, neutral family space." After pouring time, money, and even "a full-blown argument with my mum about grout colour" into perfecting their kitchen extension, Susie found herself frustrated at the thought of ruining it all with the typical brightly coloured, flimsy foam playmat. "I literally turned to my husband, Giles, and said, 'I'm just going to go on Google and find a better quality, maybe grey, one-piece playmat, but they just didn’t exist."
Coming from a family of entrepreneurs, it wasn’t long before Susie turned her annoyance into action. "Before I knew it, I had registered a business, met manufacturers, and started Totter + Tumble," she said. "I never expected it to become what it is today. I just wanted to create something better for families like ours." Seven years later, Totter + Tumble is making a "small difference" for parents everywhere, exactly as Susie hoped.
"We believe you shouldn't have to sacrifice your sense of home or spend your evenings battling with a playmat."
- Susie Stubbs, Founder of Totter + Tumble
"At Totter + Tumble, design and functionality are equally important. Parents deserve a home that still feels like theirs, without ever compromising on a safe, supportive space for little ones to learn and play," Susie explains. "We believe you shouldn't have to sacrifice your sense of home or spend your evenings battling with a playmat."
It's this thoughtful approach that sets Totter + Tumble apart. Every detail, from the calming designs to the durable materials, is carefully considered to fit seamlessly into family life. Traditional children's playmats are often covered in bright colours, numbers, and letters. This can make a space feel overstimulating, especially once toys are added on top. In contrast, a more subtle and calm background allows children to focus better on their toys, creating a more peaceful and engaging space for learning and play.
Understanding the modern mum
When asked about the biggest challenges facing new and first-time mums in the UK today, Susie doesn't miss a beat in her response. "The pressure is immense," she says. "We’re expected to do it all; manage the home, maintain a career, and support our children’s development. There are more opportunities than ever, but it’s also a lot to juggle, and I don’t think society is fully set up to support that."
At Totter + Tumble, Susie and her team strive to simplify life. "We really value flexibility and support," she explains. "We hire parents who want both a career and family life, and we encourage flexible working. No questions asked if someone needs to leave for a kid’s assembly or a school event."
As the needs of modern mums evolve, Totter + Tumble has adapted its messaging to reflect the changing landscape. "We’ve always known that our products aren’t just for mums, they’re for the whole family," Susie explains. "We don’t design gendered playmats or focus on stereotypical colours because family life looks different for everyone, and it’s about creating something that works for the entire family."
The pandemic and the rise of hybrid parenting styles have only amplified these values. "After the lockdowns, people really started to value quality more than ever," says Susie. "With the cost of living crisis, people are being more mindful of where they spend their money, prioritising products that align with their values."
During the pandemic, Totter + Tumble saw a remarkable 300 per cent growth on the day of the lockdown, a testament to how much parents valued practicality, comfort, and quality at home. "Our mats are made to last," Susie adds, "and I think people realised that they want products that stand the test of time."
"We hire parents who want both a career and family life, and we encourage flexible working. No questions asked if someone needs to leave for a kid’s assembly or a school event."
Supporting new mums
Inclusivity and giving back have been part of Totter + Tumble’s heart since its conception. "That’s been really important to me from day one," Susie explains. "You can scroll through our entire Instagram and see it; we work hard to make sure our brand feels welcoming to every family." For Susie, real representation means showing all kinds of families naturally. "When we do photoshoots, we always try to feature a diverse group: different ethnicities, children with differences, and families of all shapes. Even in the early days when it was just my kids and volunteers!" she says. Today, you’ll see that diversity is reflected authentically across their website and social media.
"Every child deserves a clean, safe space to play."
"One of my most special memories is a mum telling us how meaningful it was to see a photo of a child with a limb difference on one of our product pages. Not in an ad, not pointed out, just naturally part of the brand."
That spirit of inclusion goes beyond representation. Through their Play Matters Campaign, Totter + Tumble actively supports children who need it most by donating playmats to hospices, refuges, and children's hospitals. "Every child deserves a clean, safe space to play," Susie says.
About the author
Hannah Carroll is our Senior Digital Writer. In her capacity, she curates top-notch listicles, crafts insightful how-to guides, and delivers expert product reviews. As a mother of three, Hannah draws upon her comprehensive understanding of all facets of family life to bring true insight into all the products that make running a home easier.