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The Blog


30 January 2018 -


I can't believe how quickly this month is passing. Especially as next weekend my eldest daughter turns 9 years old. Birthdays always make me stop and take a breath. To try and drink in the past year and try to reflect on one of my favourite Earth beings changing, evolving and becoming more and more themselves. As ever, it is a time to reflect on her likes and dislikes as we ponder what to get her, and probably just as importantly, what not to get her.

So despite her continued love of Minecraft, there is nothing more hi-tech than a watch (and no it's not 'smart'). There are only a few books after she made the comment at Christmas (a little wearily) 'Santa buys me sooo many books, Mummy!" There is some construction stuff (her specific request), a puppet and a bloody FINGERLING (Yay. Finally back in stock).

As toyshop owner, it is always tempting to throw all kinds of gifts her way, especially as she is such a good reviewer and often I would just like to know what she thinks of a new product. But I also know the crucial role of expectation. So both my children have given up asking me for toys. I really am Mama Scrooge. And I check myself at these gift giving times, trying to provide a thoughtful selection of things they will love that will hopefully thrill and engage them. There are always some things they really wanted or needed, plus a few little surprises that I think will open the world a little wider for them.

Anyway, it's her birthday this week. To celebrate, and recognising her love of a good game around the kitchen table, I am inviting friends of After Alice Ltd. to choose a game they would like to win from our site. Have a look at our selection, you should find something to delight, whatever the age of your family. We would love to know why you choose what you do, and who you would like to play it with. You can enter by emailing us at or via the original Facebook post:

Winner will be drawn at random on Saturday 3rd February, by the birthday girl herself. Prize can only be posted to a UK address.

Our selection of games can be found here.  


22 December 2017 -

Our office is now closed (end of day Friday 22nd December 2017). Any orders received after this date will be dispatched on Thursday 28th December 2017. 

Business will resume as usual from Tuesday 2nd January 2018. 

We wish you a Happy New Year. 

The million little things that make you a parent

10 December 2017 -

Last week my youngest child (and 50% of my inspiration for starting After Alice) turned 7 years old. A distinct milestone that allows me to see how far we have travelled in these years that at times have felt both painstakingly slow and yet bewilderingly, bizarrely fast. I am starting to realise more and more that parenthood isn't about the big gestures, the grandiose statements on the birthdays and anniversaries. It is the million little acts of care, scattered throughout the year, that often no one sees, that add up to the love you have for your child.
ALL those bloody packed lunches (and the evil twin that returns at the end of the day in the tupperware box). The hunt, every morning, for the right colour school hairband. Placing the sausage barrier between the beans and the rest of the plate, without being asked. Buying those particular socks that don't have the seams. Running ahead and turning on lights to flush out the monsters before bedtime. Horrifying yourself over the sugar content in a fruit corner as you freeze in the supermarket aisle. Not forgetting the talc for the swimming hat. Stroking the hair of a sleeping child and whispering your goodnight. Saying the same phrase on loop, hopefully calmly, every day for weeks, sometimes years in the hope that one day it will become a life-long habit.
A never-ending, sometimes overwhelming labour of love. And of course, I wouldn't change a bit.

Happy Birthday To Us

20 November 2017 -

Dear friends of After Alice. We've just reached our 1st birthday. It has been a year since we started trading, trying, in our own small way to bring something different to the toy market. It is tough out there! We are not going to lie. There are so many big contenders with an almighty reach.

So, thank you. We are hugely grateful for your custom. For every single order. However big or small (or bloody awkward to pack). We still put together every parcel with care and send it off with love. We think carefully about the products that make it onto our site, and we know them well. Many of them are in our own toy box at home. My daughters remain my most trusted reviewers and a constant reminder about why we need an After Alice.

We care about quality and we care about price. We can't astound you with too good to be true crazy price drops, but we aim to provide competitive and fair prices across the year. Plus we love a competition (details to follow!). The toys and pursuits we give our children, matter. They contain important messages. We are not anti pink or anti princess. We just want girls to have a great choice and discover and explore all their strengths and interests.

Please continue to share our posts with any friends that may like what we do. As a small new business this helps us immensely. We do a happy dance every single time we get a new Facebook like, or follow on Twitter & Instagram. Every. Single. Time. Thank you.

15% off Orange Tree toys

03 November 2017 -

Here's something to brighten up your day - 15% off selected products from our colourful Orange Tree wooden toy range. Hand painted with non toxic paint. Skittles, bookends, music boxes and play food are all included. See the full range here

Just enter discount code ORANGE15 during checkout. Offer ends Sunday 5th November at Midnight.  Valid while stocks last.


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