Gender neutral parenting brands to know about

The best babygros for boys or girls: Sleep No More

It seems ridiculous to think your child's first wardrobe item, the babygro, will already be gendered, but multi-packs of pink and blue bodysuits beg to differ. Sleep No More doesn't just do gender-neutral for baby's first looks, it does hipper-than-hip: Kanye, Urkel and Hulk Hogan all feature on the unisex designs (starting at £11.99), in short and long-sleeves. T-shirts, dresses and leggings are also available, all in the same colourful, eye-catching prints. Perfect for baby gifts, we think.

The marketing we need to see more of: Early Learning Centre

This move away from pink and blue isn't just based on whimsy – there's scientific evidence which shows that children who are expected to behave according to strict gender roles have a higher risk of developing mental and physical health problems (see the Journal of Adolescent Health). Toys aren't gendered – the way they're marketed is.

Kudos to ELC – a quick scan of their website is a breath of fresh air, with images of boys cuddling dolls and girls playing with pirate ships (they look like they're having the time of their lives). If you're interested in the subject – and in challenging gender stereotyping for kids, check out Pink Stinks and Let Toys Be Toys.

The best brand for leggings: Fred & Noah

It's only once you start shopping for baby clothes that you realise how tricky it is to find funky prints in the boys section, or girls items that aren't a shocking pink or purple hue (if they come in a more sedate yellow or green, they're likely to be adorned with flowers or bows to make up for it). Thankfully, a few fabulous independent labels – started by parents precisely because of this gap in the market – are challenging the status quo and giving kids from newborn onwards much more inspiring wardrobes.

Must-know kids' brand Fred & Noah does unisex leggings in prints like bees, anchors, stars, animal faces and more for boys and girls – and they have all sizes, to accommodate your seven-month-old or seven-year-old, as well as rompers, baby shorts, tops, shoes and dresses. See also Tobias & the Bear for unisex printed leggings and sweats with Harry Potter and Miffy, and Scamp & Dude for jungle print in all colours, across tops and bottoms, for boys and girls.

The go-to label for older boys and girls: Little Bird by Jools Oliver at Mothercare

While dressing your child according to your taste is doable when your little one is a baby, as kids get older they do tend to self-select more gendered colours and items (with the exception of colour-change sequin appliqué shirts, which are ubiquitous among every 5-7-year-old, both male and female). One of the brands doing unisex clothing in ways that make it appealing for everyone is Little Bird at Mothercare, which teams rainbow primary colours with retro 70s and 80s silhouettes in an incredibly appealing way. Scandi brands tend to do gender neutral older kidswear well – check out COS and Mini Rodini, while UK brand Claude & Co. has perfected the unisex slogan sweatshirt.

The toy that every kid will be obsessed with: Magna-Tiles

These colourful, magnetic tiles in triangle and square shapes inspire endless hours of imaginative play. Kids love to build with them, creating structures, animal shapes, whatever their heart desires. Not only do these tiles unleash your little one's creative side, they also tick all of the STEM learning boxes. Hours of fun and they work across all ages.

Wooden toys for imaginative play: Fanny & Alexander

Plastic toys have a lot of to answer for, from their environmental impact to their often-gendered colour schemes. Of course any one who has a child can tell you that plastic toys are what kids adore, so we're not suggesting you get rid of them, but if you are keen for more of a 'slow learning' unisex toy approach, beautifully handmade wooden toys with leather detailing are the way forward. Fanny & Alexander's gorgeous designs (binoculars, cameras, video cameras) double as glorious accessories to inspire – and capture – your child's next adventure.

Big kidswear retailers moving in a gender neutral direction

Savvy retailers are responding to parents' desires for more options when dressing their babies, beyond the predictable. Both Abercrombie Kids and singer Celine Dion released gender-neutral clothing lines (Dion's in partnership with Nununu), with Dion saying: 'The message I’m trying to get across is, you raise your children the way you want to raise your children.'

John Lewis stopped dividing its kids section by gender in 2017, and brands like JoJo Maman Bébé have responded to the desire for gender-neutral styles by recreating some of their bestselling silhouettes in a unisex black and white palette. Bonus: this is also helpful for baby gifting when parents haven't found out the baby's gender.

Gender neutral nursery decor: Ferm Living

Danish brand Ferm Living is a favourite for gender-neutral nursery decor: think multitasking wooden shelving and storage, animal-themed bedding and wallpaper and stylish stools and chairs that wouldn't look out of place in a living room – they're that appealing. The brand recently released their minimalist Toro play kitchen, which fits snugly into small spaces and is crafted from two-tone wood. Perfect for encouraging the next generation of (male and female) chefs.