If there was one concept that kids often have a hard time understanding, it’s that money doesn’t grow on trees. So when they are out shopping, all they see are the unlimited possibilities. It’s usually up to the adult accompanying them to decide if they are going to splurge on a purchase, and in the spirit of making them happy, the answer is often “yes.”
Elena Marrero, owner of Great Giftsby in the quaint gulf town of Dunedin, Florida, knows all about this phenomenon, and she uses it to her store’s advantage.
“We have a good portion of the store dedicated to kids because when people won’t spend money on themselves, they will always spoil their kids.”
Grandparents are no exception, and they are often customers at her store in Florida, she adds.
On a recent day in September, she hosted the store’s very first pop-up with wholesale company Emerson and Friends, which also happens to be headquartered in Clearwater. The store carries its clothes, hats, blankets, loveys, books and plush.
Kids can’t resist the plethora of plush available at Great Giftsby.
For the pop-up, “I asked them to bring in prints we don’t usually carry to entice our regulars and test out what new products we should potentially carry. Nicole Northway, the founder of Emerson and the designer, author and illustrator, did a book signing which was a lot of fun,” she says.
Ashley Bechtloff, marketing manager for Emerson and Friends, says the event was a great opportunity to connect with the community.
“A lot of the inspiration behind the Emerson and Friends’ prints are coastal, because of being a Florida brand,” Bechtloff says. “Family matching and nostalgia are other features we try to home in on with our prints.”
Some of Emerson & Friends’ most popular designs pay tribute to Florida icons — none more so than the manatee. “People, especially in Florida, really love manatees,” Bechtloff shares. “It’s our state mascot in a way. It’s something that unites.”
Wee wearables
Each season, Me O My Earth introduces fresh, eco-friendly designs inspired by nature and adventure to its kids’ collections, which are primarily sleepwear. “Every season we add new prints,” says owner Carolyn Eichelman, which includes everything from giraffes, wilderness, sea life and pollinators. These designs, she explains, all come in two-piece pajama sets that are soft, sustainable and made to last.
Emerson and Friends prints are inspired by nostalgia and love for the coast.
The brand’s connection to the environment shines through collaborations like its line inspired by Indiana Dunes National Park. “We’re taking elements from the park and creating a little story,” Eichelman explains. “They are the most diverse national park in the United States — they have marsh, they have dunes, just because of where they’re located so we’ve got their grass, their pollinators, their little frogs and turtles.”
Beyond pajamas, Me O My Earth continues to grow its range to include both toddler and adult styles.
Slippers, created with comfort and quality in mind are a newer introduction for the company and feature adorable animal designs, including a turtle, giraffe and penguin.
“Each design complements Me O My Earth’s prints, bringing its sea life and nature themes to life in a tactile, playful way,” Eichelman says.
Doodle Pants creates playful, one-of-a-kind apparel that Founder and CEO Lorain Herder says coastal retailers love. “Our collection features 3D hoodies with unique details, along with matching shirts, bodysuits and leggings inspired by sea creatures and bright coastal colors,” she describes.
The Sea Turtle backpack hoodie, the Mermaid Sequin hoodie and the Shark hoodie have long resonated with coastal customers. The company will be releasing a Pink Axolotl hoodie at the end of the year.
Beachy babes
Zoocchini brings a touch of magic to seaside adventures with its kids’ lifestyle products that combine style, safety and imagination.
“Our popular coastal range includes hooded towels, swimwear, water shoes, reusable swim diapers, UPF sun hats, and playful beach-ready accessories,” says Saransh Bhurat, sales manager. “Crafted with vibrant designs and exceptional quality, each item transforms everyday essentials into standout pieces that families love and retailers are proud to offer.”
Swim and bath products are consistently top sellers, including the Shark, Alicorn, Dino, Mermaid, Flamingo, which Bhurat describes as timeless and adorable. “We also keep introducing new fun characters, including stingray, walrus, lobster, seahorse, and daisy that keep the collection fresh and exciting.”
Zoocchini’s one-piece sun protective seal surf suit brings out the imagination.
Seaesta Surf’s kids’ line is all about versatile, sun-ready essentials. According to Julia Wheeler, founder and creative director, “Our most popular products include retro-inspired boardshorts made with an eco-friendly fabric blend, girls’ swimsuits in artist-designed prints, rashguards and coordinating tees. We also offer accessories like bucket hats and surf-inspired apparel that round out the beach day wardrobe.”
The company’s bestsellers are consistently its boys’ boardshorts, especially the signature Wavy Checks and Surf Cowboy Cactus prints.
For sun conscious customers, ROAM offers a UPF 50+ kids hooded towel and UPF 50+ kids poncho.
Miles Roe, who owns the company with wife Cindi, calls the UPF 50+ kids poncho “a standout because it gives parents an easy, sun-safe solution for their kids — something they can throw on after swimming that provides both coverage and comfort.”
Made for shades
Sunnies and KiGO California are two brands of sunglasses that cater to the younger set. Founded by Kim Hartz and Courtney Campo, Sunnies offers a fun and functional range designed with families in mind: kids’ sunglasses and matching adult sunglasses, sunglass straps and waterproof beach bags.
“Retailers and customers love the bold colors, lightweight comfort, and durability that hold up to busy beach days — plus the fact that kids actually want to wear them,” they say.
For kids’ coastal products trends in 2026, the pair anticipates a continued demand for durable, eco-
conscious materials, bold and playful color palettes, and “mini-me” looks that let kids twin with parents.
KiGO California offers children’s sunglasses designed for ages zero to 12-plus, with UV400 protection and shatter-resistant lenses.
“Our most popular lines with coastal retailers include City Series, Nature Series, Little Monster Series, Crystal Series and Neverland Series baby and toddler sunglasses with adjustable straps (only for zero to three years), and polarized kids’ sunglasses that combine comfort with serious sun protection,” says Lumi Wong, Brand PR for KiGO Limited.
Parents also appreciate the lightweight, comfortable frames that fit active children while providing reliable 100% UV400 protection.
The fun stuff
While a cute outfit and coordinating accessories are certainly a big category for the kids, toys and games are also a huge hit with the littles and the adults that love them. At Great Giftsby, kids wandering the store always gravitate toward the stuffed animals even though their parents say, “No more stuffed animals!” Marrero jokes.
Plush backpacks are among the many popular offerings from Zoologee.
Turtles, manatees and mermaids are always top sellers. She sources from Emerson and Friends, Mary Meyer and dog breeds from Douglas that also fly off the shelves.
Other plush brands are also thriving on the coasts, including Zoologee (formerly The Petting Zoo).
“Sea turtles, especially our Conservation Sea Turtles, are consistent top sellers, resonating with families who value marine conservation. Retailers appreciate the variety of species and sizes to suit different display and price needs,” says Abby Lizewski, marketing coordinator.
For playful options, she says, “Our Aquatic Boutique (Fuzzles) brings whimsical, colorful takes on sea life.”
Interactive favorites include SlapStix, LollyPlush, the Purse with Plush line, wearable backpacks, and the expansive Mermaid Collection.
Aqua Babiez invites kids to “dive into a world of imagination” with its unique collection of soft water toys.
“At Aqua Babiez, we believe that water play should be as fun, safe, and imaginative as playtime on dry land. That’s why we created a line of water-resistant plush toys designed especially for little explorers,” says Mark Henderson, owner.
These vibrant plush aquatic friends made with soft, quick-drying materials, offer kids a cuddly and splash-safe way to explore sea life.
Spreading a message
Turtle Tracks Family’s core products are beautifully written and illustrated children’s storybooks by Sue Trew that focus on endangered or threatened species and their habitats.
“Customers are particularly drawn to the beautiful watercolor illustrations and the engaging stories that teach their children about the environment,” says Joy Carter, sales and marketing director.
The company also offers a selection of accessories that feature the characters of the books, such as keychain and backpack plushies, huggables — huggable toys that hug you back — along with rattles, hair bands and other kid-friendly items.
Carter anticipates a continued trend toward meaningful and educational products for children heading into 2026. “There will be a growing demand for sustainably and ethically produced products. Additionally, we see a trend toward products that encourage outdoor exploration and a connection with nature, which is a core part of our brand’s mission.”
